Littlewoods Ireland have been implementing significant improvements in their digital marketing efforts to drive increased ROI. As part of this program they were the first Irish brand to run a +Post Ads campaign in the market. The results surpassed all expectations with not only a high engagement rate but also strong direct sales.

Goals

  • Improve marketing spend return on investment.
  • Experiment with new digital media formats.
  • Drive awareness with their target audience.

Approach

  • Dedicated digital budget to promote Google+ content through +Post Ads.
  • Using Google Analytics insights to inform content creation and selection for +Post Ads.
  • Tracking content performance and optimising the campaign in real time.

Results

  • Engagement rate of 2.65% with a cost per engagement of €0.09.
  • Generated over 700 direct sales with a CPA of €9.44.
  • 4,500 video view through conversions.
Published
March 2015
Topics

Littlewoods Ireland, who are operated by Shop Direct Ireland and are Ireland's leading online department store, have implemented significant improvements to their digital marketing efforts. The brand is always looking for more efficient ways to reach and engage their target audience. To achieve this they've set aside a dedicated budget for digital experiments to continuously test and learn with different digital ad formats. With the aid of their agency, Wolfgang Digital, Littlewoods Ireland have been implementing significant improvements in their digital marketing efforts to drive increased ROI.

Littlewoods Ireland has been active on Google+ since July 2013 and have gained organic success on the platform. In September 2014 they decided to participate in a +Post Ads experiment which was the first +Post Ad campaign to be launched in the Irish market. The campaign coincided with the launch of new TV advertisement and facilitated the amplification of the TV advertising impact. The results that came back were far greater than the initial expectations.

+Post ads allow brands to amplify their Google+ content across the web using the Google Display Network, turning the web into your social stream. The results for Littlewoods Ireland have been very pleasing, not only have +Post Ads driven good engagement but also direct sales.

The ad format is now being integrated into upcoming campaign launches.