Digital Marketing

Our Top 5 Marketing Campaigns of 2015

As 2015 draws to a close, it’s time for us to look back at our favourite digital marketing campaigns of the year.

Author

Aimie Neighbour
New Business & Digital Marketing Manager

This has been a very exciting year for Ignite, we’ve taken on some amazing new clients and had the opportunity to work on some really awesome projects.

So before we leap into the new year, we wanted to take a look back at our top 5 marketing campaigns of 2015:

  1. Bella Italia: New Menu Launch
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BRIEF:

* Drive brand awareness and voucher downloads (‘Buy a Second Main for £1).

* Test engagement male vs female audiences.

* Test campaign creative – story messaging vs core food imagery.

WHAT WE DID:

* Multi-channel approach using Google Search, Display and Video and Facebook Clicks and Video.

* Ads were targeted to users based on previous behaviour, interests, demographics and locations to maximise awareness.

* We optimised for conversions throughout to ensure a highly engaged and relevant audience.

THE RESULT:

* 60,000 total clicks / engagements

* 10.8 million impressions

* 114,000 total (30 second) video views

 

  1. Feng Sushi : Summer of Sushi
Summer Campaign

BRIEF:

* Boost awareness, sales, Facebook engagement and page likes.

* Promote new menu & new dishes.

WHAT WE DID:

* Ad designs that paired pop culture / music lyrics to images of new menu items.

* Facebook advertising – multi-product ads, promoted posts, page likes campaign.

* Display advertising, re-marketing.

THE RESULT:

* 1,700+ Competition Entrants

* 31% entry conversion

* +37% Facebook fans

* 18,000 clicks

 

  1. Alexander Hotels : Gift Voucher Sale
ah---foreground

BRIEF:

* Annual November gift voucher campaign, improve year-on-year results.

WHAT WE DID:

* Website promotional sliders, landing page and pop up window.

* Email using animated images to present the offer.

* Split tested subject lines.

* Split tested segments of the database.

THE RESULT:

* +13% sales uplift year-on-year

* Fewer emails sent (because more targeted) so distribution cost was down

* 33.3% decrease in Cost per Unique Click

 

  1. D&D London : #60DaysOfSummer
hero image

BRIEF:

* Grow the D&D brand online, increase awareness and drive revenue.

* Unite the individual activities from the restaurants, under the umbrella of what it means to have summer in London.

* Cross promote & unite activities & push the summer experience. Engagement focused campaign.

WHAT WE DID:

* Created the brand, logo and designs.

* Campaign landing page, separate offers page.

* Designed all artwork for ads and for the restaurants to promote organically.

* Organic Instagram hashtag competition.

* Facebook and twitter paid promotion.

THE RESULT:

* 3 million+ impressions

* 30,0000+ clicks

* 3,500+ new Facebook fans

* 188% increase in Instagram fans

  

  1. Wollensky’s Grill : Win A Cow
Win A Cow Website Landing Page Wollensky's Grill

BRIEF:

* Increase brand awareness.

* Create an exciting campaign to promote the launch of the new website for Wollensky’s Grill, Chicago; the sister concept to Smith & Wollensky.

WHAT WE DID:

* ‘Win A Cow’ – Enter the competition to be in the chance of winning a blow out party in a river view dining room, and have the chef prepare an entire cow’s worth of meat for you and 25 friends.

* Designed and built a competition landing page with integrated Facebook competition entry.

* Designed ads for Facebook and Twitter adverts, and Instagram organic posts.

* Hyper-targeted social advertising across Facebook and Twitter to promote the competition.

THE RESULT:

* 4,000+ Competition entries

* 34% Conversion rate

* 1.4 Million impressions

* 15,000 post engagements

 

“Ignite has the unique ability to understand our business, our people and most importantly our guests… helping us approach marketing more strategically whilst reaching more and more of our target audience every day”

 

Kim Giguere-Lapine, Vice President Of Marketing

For a deeper look at the work we have done for Wollensky’s Grill, you can watch our presentation from the Digital Innovation Forum on Digital Branding for Social Content.

If you think that Ignite can help your hospitality business with a digital marketing campaign, please just get in touch.

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