Real Impact
Real Impact causal modelling tool allows us to prove the correlation between two disconnected data sets.
CASE STUDY
END. – Dynamic Product Feed Ads with Meta to Generate Full-Funnel Growth, with proven incremental impact
Objective
END is a global online fashion retailer. Tug was appointed to implement dynamic product feed ads on Meta, generate full-funnel growth, and verify their incremental impact. The objective was to prove the efficacy of social advertising without cannibalising organic traffic and deliver measurable e-commerce results. Tug runs a successful SEO campaign for END and was tasked with proving that we wouldn’t cannibalize organic traffic.
Challenge
END runs paid search in-house but did not have the resources to test paid social. Tug was briefed to deliver a three-month test. Tug already runs a successful SEO campaign for END and was also tasked with proving that paid social efforts would not cannibalise organic traffic.
Solution
At launch, Tug ensured all client data was robust and accurately fed into Meta’s platform, providing a continuous data feedback loop for real-time campaign optimisation. Leveraging the latest machine learning technology and a dynamic product feed, Tug delivered individualised ads to customers and lookalike audiences in real time across END’s entire product range. Tug then deployed Real Impact, its causal measurement tool, after the test period to measure the true impact of the social media campaign on e-commerce sales.Results
+34%
Increase in average basket size.
126%
ROAS in the first 4 weeks.
87%
Confidence in attributable incremental revenue directly from the paid social test.
Tug Labs
CASE STUDY
Measuring the incremental impact of podcasts
Testing new brand media channels and measuring their incremental impact on business results
Objective
Zipcar is a leading car sharing service. Tug was appointed to test new brand media channels (in particular, podcasts) and measure their incremental impact on business results. The objective was to grow Zipcar’s share of voice in the competitive car sharing space and prove the impact of brand media activity on new registrations.
Challenge
Car sharing has a variety of direct and indirect competitors. To avoid wastage Zipcar needs to target their customers at key car sharing consideration moments in life. Traditionally Zipcar has struggled to report internally on the impact of individual media channels in their media mix.
Solution
Tug used 1st & 3rd party audience data to plan an omni-channel Brand and Performance campaign including a podcast test. Tug’s data science team isolated the podcast test using our proprietary tech stack, Real Impact. By combining Zipcar’s booking data with 73 external factors such as weather, inflation and train or tube delays. Tug trained the model to predict what Zipcar’s revenue would have been had the podcast ads not run.Results
5%
Uplift in net new registrations from podcasts alone.
90%
Confidence of causal attribution of impact delivered by podcasts.
4:1
ROAS. Podcasts are now an important part of the media mix.
Tug Labs
Real Impact
Real Impact causal modelling tool allows us to prove the correlation between two disconnected data sets.
- Content
- Data
- Media
- Technology
CASE STUDY
Safeguarding Historic Waterways & Native Wildlife with a Hyper-local Omnichannel Strategy
Objective
The Canal & River Trust is a UK charity, maintaining over 2,000 canals and rivers to protect heritage sites, wildlife, and green spaces. Tug was appointed to create a hyper-local omnichannel strategy that would raise awareness and support for the Trust’s mission.
Challenge
Due to recent government budget cuts of £300m and a general lack of awareness among the public, potential supporters needed to be educated on how canals and rivers are key to providing a safe habitat for wildlife and helping local communities thrive.
Solution
Tug’s Summer Campaign tapped into the seasonal use of canals and rivers. We planned a hyper-local, omnichannel campaign to reach our target audience at key moments using our golden thread approach to storytelling, taking Canal & River Trust’s audience on a journey from awe to awareness to action. To drive awareness, we reached audiences living within a 20-mile radius of canals and rivers through Paid Social, Programmatic Display and Video, TV, and OOH. Campaign impact was measured using Tug’s proprietary tool, Lift Analytics, to determine the correlative impact of awareness spend on key search-based metrics and website traffic.Results
24m
Paid Social and DOOH reached over 24 million people, surpassing target by 99%
120%
Increase in donations from PPC Brand, previously benchmarked at 50%
+20%
Increase in organic & direct traffic, previously benchmarked at 15%
Tug Labs
Lift Analytics
Lift Analytics helps you establish the effectiveness of campaigns and the impact of brand-led KPIs. Better connect campaigns to brand awareness and explore how investment in brand activity will tie into business objectives.
CASE STUDY
Finding new growth opportunities in SEO with Search Experience Optimisation
Objective
Merlin Entertainments is a global leader in location-based family entertainment. Tug was appointed to reverse a year-on-year decline in organic SEO traffic and revenue across Merlin’s portfolio of attractions. The objective was to reverse this downward trend and stimulate new growth opportunities in SEO.
Challenge
With a vast portfolio of attractions across multiple regions, Merlin struggled to determine where to focus. With no structured framework, opportunities for growth were not being prioritised. Changes in search results such as local packs, Google My Business, AI overviews, and Tickets & Tours (paid) reduced the prominence of their traditional organic results. PPC activity was increased to fill the gap, resulting in cannibalisation and further drops in organic CTR.
Solution
Merlin’s challenges required a strategic and innovative approach. Tug developed a prioritisation framework to assess growth opportunities for each attraction, applying CR and AOV to identify where SEO efforts would deliver the strongest returns. Seasonal market highs were overlaid to focus on the most significant revenue periods. Existing potential was maximised through quick wins, optimising existing content, filling content gaps, and addressing missing messaging that impacted brand CTR. New organic opportunities were pursued by optimising across SERP features e.g., PAA boxes, Featured Snippets, “Top Museums”, AI overviews, local map searches, YouTube, and social channels. Tug’s tool, Search Uncut, identified cross-channel inefficiencies in paid search, leading to refined targeting that reduced spend and increased revenue.Results
8%
YoY organic revenue increase within 6 months
59%
Increase in SERP Feature Visibility
Won
Global SEO Agency of Record
Tug Labs
Search Uncut
Search Uncut allows you to optimise SEO and PPC all in one place. Adopt a more holistic and efficient
approach to discovering search opportunities with this unique Tug tool.
CASE STUDY
GenesisCare – Delivering Helpful Content to exceed SEO results in Healthcare
Objective
GenesisCare is a leading healthcare provider specialising in advanced cancer and heart disease treatments. Tug was appointed to deliver a content strategy that would align with Google’s evolving AI-led algorithms and help GenesisCare stand out in a competitive healthcare landscape. The objective was to deliver helpful content that would exceed SEO results in the healthcare space.
Challenge
An upcoming Google core update was expected to significantly impact healthcare providers. SERPs in the healthcare space are rapidly evolving, now incorporating AI Overviews and Social Search. GenesisCare wanted to understand how Google’s AI-led search algorithms interpreted their content and how to optimise accordingly.
Solution
Tug’s Helpful Content AI tool mimics a modern AI-led search algorithm. It was used to audit all existing onsite content. Optimisations were made to ensure content provided true value to users’ intent whilst meeting Google’s new, higher threshold for high-quality content in healthcare. The tool also identified gaps in the existing onsite content strategy, which informed new briefs focused on priority folders to maximise user experience along the patient and carer journeys. GenesisCare saw a significant increase in organic visibility and traffic, while 40% of their competitors lost visibility due to the core algorithm update.Results
135%
Increase in YoY organic traffic
91%
Increase in YoY patient enquiries from organic
Tug Labs
Helpful Content Tool
Using the same LLMs, our technology mirrors Google’s approach to assessing helpfulness. Allowing us to audit content at scale and identify areas to optimise in-line with how AI search algorithms reward helpfulness with greater search visibility.
CASE STUDY
Building an End-to-End Performance View for B2B Lead Generation
Objective
LEAP Legal Software is a global leader in law practice management software, serving over 81,000 legal professionals worldwide. Tug was appointed to create a robust, end-to-end performance view for B2B lead generation, ensuring digital marketing investment is accurately tracked and attributed to bottom-line revenue. The objective was to fully connect marketing efforts to results and drive growth in a complex B2B environment.
Challenge
LEAP operates in a complex B2B environment with multiple touchpoints and long sales lead times. This created significant challenges in accurately tracking and attributing digital marketing investment against bottom-line revenue. In addition, a disconnect between Business Intelligence (BI) and Marketing Intelligence (MI) data further complicated visibility into which channels and tactics were driving the most impact.
Solution
Tug addressed this data challenge through our proprietary tool, Tug CID. The technology creates a unique ID that is entirely anonymised and session-based. Integrated with BI platforms, CRM, and marketing analytics platforms, Tug CID significantly improved the reliability of tracking marketing touchpoints, from awareness through to acquisition. With greater reliability in data, Tug’s Paid Media team are able to optimise media activity more effectively throughout the marketing and sales funnel, driving an increase in lead generation, lead quality, and sales. Tug CID’s tracking technology is entirely cookieless and has subsequently prepared LEAP for Google’s eventual depreciation of cookies.Results
95%
Tug CID improved match rate between BI and MI data from 60% to 95%
44%
Increase in SQLs globally through data-led optimisation of media activity.
20%
Increase in MQLs from organic search in the UK market after 12-months
Tug Labs
Conversion ID
TUG CID is a tracking tool you can apply to numerous scenarios. From B2B lead generation to e-commerce shopping cart sales, discover what’s driving sales growth – linking the whole user journey through a CRM sales process while removing the reliance on cookies.
