Real Impact
Since end to end attribution is effectively dead, this provides the best view of individual marketing campaign impact. A statistically robust impact score of one set of data against another that can be used in place of attribution.
CASE STUDY
Zipcar – Implementing an Award Winning Multi-Channel Brand Awareness Campaign that Drives Real Revenue
Challenge
Zipcar—the UK’s biggest car-sharing club—aimed to become the leader in car-sharing in London. After revenue plateaued post-COVID, they needed help to grow new membership registrations, encourage existing members to make more bookings, and ultimately increase profitable revenue. A key problem was low public awareness of the car-sharing concept, exacerbated by reduced visibility during lockdowns.
Media Solution
A multi-channel brand awareness campaign was implemented, investing more in activities such as programmatic advertising, video, podcasts, and dynamic creatives. The strategy aimed to reach potential customers with brand and use case-based messaging via an integrated mix of ATL, programmatic, paid social, PPC, and SEO. Focus was placed on key ‘car booking moments’—such as airport parking, day trips, or moving house—using data from third-party sources like Skyscanner and Zoopla. The campaign was also reactive to events like bank holidays, weather changes, and tube and train strikes, using dynamic creatives to show the right ad to the right person at the most opportune time. For example, dynamic creative messaging was leveraged to target commuters seeking alternative transport options, resulting in a 41% stronger CPA. Through audience research, it was identified that podcasts indexed highly among Zipcar’s core audience. Spot ads were activated across popular podcasts.
Technology Solution
Recognising that external factors like bank holidays, weather, or transport strikes could influence bookings—factors outside Zipcar’s control—it was necessary to measure the campaign’s true impact on registrations and revenue. This is where the proprietary tool Real Impact proved invaluable. Real Impact reduces wastage by accurately measuring which channels deliver results in terms of incremental revenue. By moving from correlation-based modelling to causality, a true understanding of the impact of Zipcar’s marketing investment was gained. The tool demonstrates direct business outcomes from both online and offline channels, retrospectively or in real-time, justifying marketing spend to the C-suite by showcasing clear ROI and tangible results. As a result of our teams hard work, we’re thrilled to have won the PMW Global Awards’ Integrated category 2024 for our work with Zipcar!Results
41%
41% stronger CPA from dynamic creative messaging around tube and train strikes.
102%
102% stronger site visitor rate post-exposure compared to the industry benchmark.
+85%
Over 85% certainty that total awareness activity increased overall business revenue, resulting in an awareness ROAS of 3.15.
Tug Labs
- Content
- Data
- Media
- Technology
CASE STUDY
A Multi-Channel Paid Media Solution for Milk & More
Tug CID to Prove Success & Drive Leads
Challenge
Muller bought Milk & More in 2018, a struggling legacy milk delivery business with a need to expand their product offering and grow their digital customer base. Muller tasked Tug to reach more customers with an impactful, results-driven digital campaign.
Solution
Using a proven multi-channel paid media solution, combining PPC, Paid Social & Display, we also recommended various additional channels to grow Brand Awareness – including cinema and podcasts. But in such a fragment landscape, how could we prove that this test and learn strategy would work? M&M needed a reliable, future-proof, GDPR compliant and cookieless tracking solution. With Tug’s CID tool, we could measure the successes of these platforms – even those sitting outside the walled gardens of the big tech players.Results
35%
35% of podcast listeners recalled hearing the sponsored reads, increasing to 50% among the core AB demographic audience.
10%
CTV increase in overall new site users.
27%
Increase in PPC+Podcast new customer registrations.
Tug Labs
Tug CID
Links an organisation’s disconnected Business Intelligence (BI) and Marketing Intelligence (MI) to help you understand what’s driving revenue and sales.
- Data
- Media
CASE STUDY
How Tug Drove New Registration for Zipcar
Search Uncut Tool to Grow Market Share & Optimise Spend
Challenge
Zipcar is a client always looking to increase registrations – but with fewer member applications and slowing sign ups, plus a further challenge of tackling spend efficiencies across PPC and SEO, Zipcar tasked Tug with building their market share whilst resolving the crucial need to enhance spend.
Solution
Tug built Search Uncut – a tool that streamlines efficiencies by optimising both PPC and SEO. By balancing investment using Search Uncut, we not only achieved some great registration results for Zipcar, but together as an agency / client partnership we were able to.Results
40%
40% Increase in new members overall YoY (despite implementing a £10 joining fee for the first time)
50%
50% Reduction in cost to acquire a new member on PPC campaigns
433%
433% Increase in keywords in position 1
Tug Labs
Search Uncut
This tool combines organic and paid search signals, allowing you to make real-time spending decisions based on computer PPC activity and organic rankings
- Content
- Data
- Media
- Technology
CASE STUDY
Maximising Sales in High-End Fashion Retail: Integrating Paid Social with SEO to Drive Revenue Growth
Challenge
Tug worked on END.’s Enterprise SEO and were tasked with also picking up social and paid social. As part of the brief, Tug needed to consider how best to optimise strategies without cannibalising the amazing work we were already doing on SEO.
Media Solution
By leveraging the latest machine learning technology along with a dynamic product feed, Tug’s Media and Data teams created an efficient feedback loop which leverages 1PD to deliver individualised ads to users in real time across their entire set of products, maximising efficiency and revenue and enabling scalable growth.
Technology Solution
Measuring incremental revenue driven by the investment in paid social required a different approach to just relying on platform data. Tug implemented our Real Impact tool as part of the campaign. The tool provides a causal based measurement framework, that is bedded in robust data science and control-based machine learning. Through this approach we were able to isolate with confidence the role of paid social campaigns played on increasing sales through organic channels in addition to direct sales from social.Results
-122%
Reduced average cost per sale (CPA)
+34%
Increase in average basket size
126%
Increase in ROAS in first 4 weeks
Tug Labs
Real Impact
This tool ingests real-time campaign data and measures it against sales to unveil true performance in a statistically robust format
- Content
- Data
- Technology
CASE STUDY
Driving Sign Ups For Fundraising Events In A Crowded Space
CALM
Challenge
The organisation was undergoing a transformative phase, with a primary focus on enhancing performance, improving efficiencies, refining channel attribution, and maximising ROI. Faced with an underperforming Google Ads account and low sign-ups for their 20 Challenger events—a critical revenue stream—Tug was tasked with increasing awareness and driving results.
Solution
Tug implemented a comprehensive account restructure to align with Modern Search practices and expanded the keyword strategy to engage a broader audience interested in Challenge Events and fundraising for CALM. The introduction of Dynamic Search Ads (DSAs) played a pivotal role in maximising coverage and visibility for the Challenge Events while maintaining cost efficiency.Results
In just four months, the results exceeded expectations, achieving 136 additional sign-ups and surpassing the target by 97%.
-29%
Reduction in CPC from the Grant account, enabling greater reach for those in need.
118
Additional donations secured in the first four months, supplementing funds raised through event sign-ups.
13.49
Event Campaign CTR increased from 0.98% to 13% following the launch of DSAs.
Tug Labs
- Data
- Media
- Technology
CASE STUDY
Targeting Canadian SMEs & Broadening Visibility for QuickBooks
Super Accountable SEO for B2B.
Challenge
Intuit QuickBooks needed to expand their resource hub to help educate SMEs and answer questions, as well as targeting potential new users. Tug was tasked with bringing new clients into QuickBooks ecosystem, and eventually convert them to a purchase.
Solution
Tug implemented a strategy to target those hard to reach SMEs through links and content creation – then tracking these in real-time. We built a specific dashboard for the client, to help track this newly published content. Using this dashboard, we could monitor the number of clicks – allowing us to report back with immediacy. The dashboard allowed us to implement super accountable SEO at scale, by tracking the visibility of SME targeted keywords associated with each article (also in real-time) – for a full view of keyword positions and crucial improvements.Results
2,294
2,294 new referring domains linked to the Intuit QuickBooks resource hub, YoY links increased 77%.
+68%
Keywords in the top 3 positions for the resource hub through content and link building increased 68% YoY.
170
170 published articles helped to increase relevant organic traffic to the site by 36.8%.
CASE STUDY
Increasing the Visibility of the Iconic Australia Post
SEO to Boost Awareness & Enhance Content Value.
Challenge
The iconic Australia Post is part of the fabric of Australian culture. While AP does fantastic work supporting community initiatives with its engaging, useful content, the brand struggled with visibility. As such, Tug was tasked with optimising AP’s great content and to reaching a wider audience.
Solution
By opening up their community content, we could bring to the fore all the brilliant work Australia Post does for the community. Tug’s strategy included a content gap analysis and identification of high-traffic keywords The blog’s URL structure was also overhauled – improving user navigation and search engine accessibility. The result? By spotlighting the brand’s significant grants and community support initiatives, we were able to drive traffic, engagement, boost organic visibility and increase awareness to a much broader audience. A library of non-branded search terms were identified that captured intent at each stage of the search journey that informed an SEO-led content strategy. Tug Labs’ Intent Mining Tool further enhanced content creation and optimisation against search intent and identified new opportunities for content creation and audience engagement.Results
+86%
Increase in organic visibility – mobile visibility improved by 90%.
143%
Increase in organic traffic.
345
Keyword rankings improved.
Tug Labs
- Content
- Data
CASE STUDY
Optimized Location Landing Pages For Google My Business Listings
Long & McQuade
Objective
Tug were appointed as the digital marketing agency for Long & McQuade in 2017 to help drive both online and in-store sales.
Challenge
Long & McQuade have over 80 physical store locations with each location having its own landing page. All location pages were receiving a low amount of traffic. The Google My Business listings were linked to the main home page of the site.
Solution
Tug updated each Google My Business (GMB) listing location with that specific location landing page URL. Each location specific landing page featured all of the information about that location, as well as different products on special, music lessons offered, and any other services offered at that location. Using local SEO tactics we began to see an increase in the overall search for these physical locations. Local clicks to specific locations has continued to increase, showing a strong online presence while in person visits are increasing.Results
6,265%
Increase in traffic to location pages.
234
Average page views per month.
83%
Overall locations searches improved by 83% YoY.
CASE STUDY
Driving Revenue Through SEO
Reinvigorating Well-Loved Brand Sea Life (Sydney)
Challenge
Due to the COVID-19 pandemic, Merlin Entertainments had under invested in digital Marketing for 2 years. To recover their customer base and revenue streams the client needed innovative SEO solutions. Tug was tasked with enhancing digital sales for Sea Life Sydney – reinvigorate brand awareness, expand online visibility, establish Merlin as an industry authority, and deliver tangible business results.
Solution
Tug’s 6-month test strategy focused on combining a technical and content lead SEO. By targeting broader search queries we could leverage Merlin’s existing authority. With a robust tracking system we could monitor progress – while making data-driven decisions. While the data led to informed, accurate content solutions, we gained tangible, incremental impacts to website traffic and boosted conversions – proving that investment in SEO will drive growth and increase bookings, even in a competitive landscape! The result? Tug won all Merlin Entertainments venues across Australia.Results
+17%
Increase in total traffic.
120%
Increase in organic traffic.
11
All venues won across the whole of Australia.
Tug Labs
Smart Combinations
- Content
- Data
CASE STUDY
Key European Travel Brand Launches in Australia
Building the Foundations of a Paid Search Strategy in a New Market
Challenge
This well-known Munich based retailer, distributor and logistics specialist’s expansion into the Australian market needed a paid media account set-up that encompassed multiple aspects, but that could also offer strategic management of its campaigns. Using a strategy that focused on paid search, Tug sought to promote the click and collect feature of Heinemann’s new storefront in Sydney Kingsford-Smith Airport – and their recent launch in Coolangatta Gold Coast Airport.
Solution
Applying our smart combination strategy, Tug was able to boost brand awareness, support with generic coverage and competitor strategies, whilst providing the critical campaign direction and management Heinemann needed. The result? Tug boosted ROAS and exceeded the target within the first four months of the campaign.Results
400%
Exceeded target ROAS by 400%.
90%
90% Impression Share.
45k
45,000+ new users to the website in the first four months.
Tug Labs
Smart Combinations
- Data
- Media
