Mappin & Webb Online Video Case Study
Online Video Advertisement
Mappin & Webb have 245 years of tradition and heritage in the world of silver and jewellery. They pride themselves on their timeless craftsmanship, superior quality and modern design. For more than two hundred years they have been producing unique lifestyle accessories that put them at the centre of affluent British society.
The challenge
Mappin & Webb looked to launch their new Exclusive Cut range of diamonds at one of the busiest retail times of year (Christmas). Together with a need to attract a younger audience, drive footfall to store and generate incremental site traffic and sales, we needed to ensure our media plan delivered an integrated strategy and creative to successfully cut through in a cluttered media environment.
The UM strategy
Video was principally used to establish an awareness platform, to then anchor all other campaign KPIs. Integrated video ads ran across a combination of platforms, including a content partnership with the Telegraph, Paid Social, In Read and programmatic pre-roll.
Cost-efficient reach placements then retargeted our video-engaged users with tactful consideration and purchase messaging to incentivise them into visiting a store or to visit the website.
The result
Users who were exposed to the pre-roll campaign activity were:
- 40.7% more likely to visit a Mappin & Webb store
- Video included in the Telegraph partnership generated 15% more video plays than the previous year
All of the publisher VTR benchmarks were all exceeded and an estimated £28k worth of added value was delivered through media negotiation and over-delivery alone.
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