Best practice from Blowfish Digital.
La Senza Lingerie is the ultimate shopping destination for a vast array of exclusive high quality branded lingerie. La Senza owns and operates over 170 high street stores in the UK. It has invested heavily in e-commerce with an online business that forms an integral part of the brand and the company’s sales.
The Business Challenge and Objectives
La Senza.co.uk saw e-commerce as a key channel for generating additional sales in the UK during the period leading up to Christmas 2007. La Senza set a tight CPA target (Cost Per Acquisition - the fee paid every time a user clicks on their ad and makes a purchase).
The organisation needed an online marketing company that could exploit new media opportunities to increase online sales. The successful company needed to understand its business and the market it operates within.
La Senza appointed Blowfish Digital to implement an effective media buying programme in the UK.
The Target Market
Buyers of exclusive high quality branded lingerie. Focusing predominantly on the Christmas gift market female 18-45 (our core) and men 18-45 (new for xmas)
Planning the Campaigns and Agreeing the Solution
Phase 1 – The Media Plan
Blowfish Digital set out to exceed the targets set by La Senza. It produced a targeted media plan to deliver a CPA at 15%, over a 7 week period. The team carried out a full review of the existing online marketing campaign including ad creative and landing pages.
Blowfish Digital then developed media buying concepts to guide its media research. The team balanced the plan with buys that combined ad networks, web portals, content sites and niche audience sites. It conducted media research for some portion of the plan using its contacts and relationships with the sites and networks it set to target.
Phase 2 – Media Negotiations
Having identified potential sites, Blowfish Digital negotiated the best placements and pricing for La Senza.
Phase 3 – Presenting the Plan
Following negotiations, Blowfish Digital formulated the online media plan, including information about the site/network, its audience, any targeting imposed, placement sizes/ad opportunities, impressions purchased, and projected visitor counts.
Campaign Rollout and Reporting
With La Senza’s approval, Blowfish Digital began securing media buying with networks and site publishers.
Blowfish Digital reviewed the campaign daily applying manual logic as well as customised automated optimisation methods. This included shifting ad impressions, discontinuing placements or buys, and swapping out ad creative. Blowfish Digital provided a weekly campaign tracking spreadsheet analysis for review.
Blowfish Digital’s team incorporated creative testing into the campaign which produced an uplift in CTR* performance of 260%.
La Senza had a limited media partnership programme before the campaign began. The media campaign helped contribute to a successful online Christmas trading period for La Senza. Results are as follows:
Cost Per Acquisition (CPA) – The campaign has generated sales with a CPA at 50% less than the target set by La Senza
Return on Investment (ROI) – The campaign has achieved a remarkable 600% ROI.
Greg Saunders of La Senza said, “Blowfish Digital is a digital media agency with obvious/proven expertise in media buying and placement. The company has had to understand the intricacies of our business and our constraints and have worked with us to achieve tremendous results from our marketing online.”
Blowfish Digital developed a testing plan that enabled the team to cross test male against female buyers and the creative. They looked at this across multiple digital media types to assess what would work more effectively and then optimised accordingly.
Using their extensive retail experience and knowledge of the target demographics Blowfish Digital developed a plan that allowed the team to shift spend throughout various stages of the campaign. This approach delivered the best return.
*Click Through Rate - obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions).
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