milk&more
Multi-channel media and creative delivering grocery sales to save the milkman
Objective
Muller bought Milk&More, a failing legacy milk delivery business with amazing potential, albeit plenty of competition from established online grocers. Tug were appointed to build brand awareness as well as drive a targeted number of new monthly customers.
Solution
- Targeting the best customer postcodes and focussing media budget on products that Milk&More were most competitive in, Tug was able to immediately grow new customers using PPC and social advertising.
- To further build awareness and market-share, the always-on performance campaigns were complemented by cinema and programmatic display, continually testing data driven assets from the Tug creative team.
- Search engine optimisation of technical onsite factors as well as creative offsite assets, ensures a larger digital footprint across core search terms and improves consumer journeys from search to landing page.
- Aligned tracking technology means new customer data is merged with marketing data to continually improve targeting lists and to ensure the most efficient media attribution across advertising channels.
Solution
- Targeting the best customer postcodes and focussing media budget on products that Milk&More were most competitive in, Tug was able to immediately grow new customers using PPC and social advertising.
- To further build awareness and market-share, the always-on performance campaigns were complemented by cinema and programmatic display, continually testing data driven assets from the Tug creative team.
- Search engine optimisation of technical onsite factors as well as creative offsite assets, ensures a larger digital footprint across core search terms and improves consumer journeys from search to landing page.
- Aligned tracking technology means new customer data is merged with marketing data to continually improve targeting lists and to ensure the most efficient media attribution across advertising channels.
Results
162% increase in new customer registrations compared with previous campaign.
SEO+TV increased generic search traffic by 142%
PPC+TV reduced CPA 28%.
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