Carpet Runners have been providing their customers with the ultimate carpet service since 1945, originating from a small carpet shop in Freeman Street, Grimsby. In 2011 the business launched the Carpet Runners brand and they are incredibly proud that they have continued to be the number one carpet runner specialist within the UK ever since. The business operates nationwide as well as internationally, and prides itself on being able to customise almost any carpet runner up to 30m (100ft) in length, all in one piece with no joins.
The client’s key objective was to ultimately achieve a 20% increase in 2017, based on the same period in 2016. With the help of our experts, Carpet Runners knew the way to tackle this was through the implementation of a collaborative Cyber campaign spanning across five different digital channels. It was additionally important that our team were able to ensure the client appeared within the top 1-3 organic positions for ‘carpet/runner’ ‘Black Friday deals’ search terms.
We planned and executed a campaign that spanned multiple online channels to maximise momentum ahead of Black Friday. The core part of the strategy was a Black Friday/Cyber landing page with data entry, to future proof the strategy and achieve organic visibility long-term, but to also gather data to benefit the immediate campaign and create some noise/interest with a competition to drive traffic to this page.
The channels executed to plan and deliver this campaign were SEO, PPC, Paid Social, Affiliates and Email marketing. All of which, worked collaboratively to deliver and amplify the campaign to drive traffic and momentum. SEO led with the creation of the page and competition, and both PPC and Paid Social used prospecting and retargeting ads to generate traffic and direct users to the website and specific landing page. Our Email experts drove existing traffic to the website and Affiliates leveraged relationships with publishers to extend the reach of the promotions and competition.
The SEO team created the landing page with relevant copy relating to Black Friday and information on the competition to win £500 to spend online. The purpose of the competition and landing page was to drive traffic to the page and capture email addresses. PPC and Paid Social were big acquisition drivers to the Black Friday page, and we received 1.3K competition entrants after running the campaign for only 3 weeks.
We had a full site takeover during the fortnight with banners on-site and across social channels showing the promotion. This was to ensure consistency across channels and when the customers visited the website. Towards the end of the campaign, to give it one final push, the client videoed themselves talking about the competition and prize which we amplified with paid budget and received 16K views and 61K impressions.