InSinkErator UK are part of Emerson, a global technological and engineering leader. They offer a range of products that makes life in the kitchen that much easier; from effective kitchen waste disposers to taps that give you an instant supply of steaming hot water on demand.


The Brief

InSinkErator UK provides a comprehensive range of food waste disposers, steaming hot water taps and water chillers. After a successful pay-per-click campaign run all year from January to October 2016, the business was keen to capitalise on Black Friday across the UK in November. We were asked to provide a PPC strategy which would maximise the potential before, during and after the key date of 25th November.

What we delivered

With a week of daily deals going live on the InSinkErator website, finishing with a significant discount across all items from Friday 25th to Cyber Monday 28th November, we recommended a dedicated budget be allocated to the promotions. Tailored text and image adverts were created for each day and placed on the Google Search and Display networks respectively, the latter of which was used in combination with a Remarketing audience list.

A daily countdown feature was also utilised on the text ads from 25th to the 28th, making it clear when the promotion ended, to generate a sense of urgency among customers. We also managed the budget in a way which would allow increased visibility from the 25th onwards, to coincide with when most people in the UK would receive their monthly pay.

The results were significant, with daily sales reaching record highs for pay-per-click traffic, and return on investment peaking on Black Friday itself at over 15:1.

Our Final thoughts

By being aware of anticipated behavioural trends in customers, digital advertising can be set up to react appropriately with increased visibility, tailored messaging and highly attractive calls to action. By giving us, their extended marketing team, appropriate time to plan and action an integrated strategy, InSinkErator increased their revenue and overall reach significantly during a key time.

What the Client Thought...

Distinctly is a fantastic agency to work with. The team is approachable and, most importantly, they deliver results. Since working with Distinctly, our eCommerce sales have increased by 30% and we have had record-breaking levels of traffic and revenue. Christopher Vella-Bone, Digital Marketing and E-Commerce Manager Europe & Russia, InSinkErator
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