Maximising Black Friday sales using paid media

MoM return from paid media activity

MoM increase in CTR

YoY increase in ROI

About the InSinkErator Paid Media case study

  • About the client and the brief
  • What we delivered
  • The results
About the client and the brief Open Tabbed Content

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

InSinkErator UK provide a comprehensive range of food waste disposal solutions, steaming hot water taps and water chillers.

After a successful pay-per-click campaign run all year from January to October 2017, plus an extremely effective Black Friday campaign in 2016, the business was keen to capitalise on Black Friday across the UK in November 2017. We were asked to provide a paid media strategy which would maximise the potential before, during and after the key date of 24th November.

What we delivered Open Tabbed Content

With a week of daily deals going live on the InSinkErator website, finishing with a significant discount across all items from Black Friday on 24th November to Cyber Monday on 27th November, we recommended a dedicated budget be allocated to the promotions.

Tailored text and image adverts were created for each day and hour of the campaign, which were placed on Google Search and Display networks respectively, the latter of which was used in combination with a re-marketing audience list. Bespoke banners for each individual deal were featured on AdRoll.

A daily countdown feature was also utilised on the text ads from 24th to the 27th November, making it clear when the promotion was due to end in order to generate a sense of urgency among customers. We also managed the budget in a way which would allow increased visibility from the 24th 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 – up 189% month on month – together with an 182% increase in CTR month on month.

Return on investment peaked on Black Friday itself and was up 43% year on year – the highest figure yet achieved, beating the performance of Black Friday 2016 by 67%.

The results Open Tabbed Content

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.

Quote From Client

“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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