BISSELL came to us with the desire of promoting one of their newest ranges - the CrossWave!
The main objective was to drive brand awareness to a qualified audience and to push potential customers further down the funnel. The added challenge was to ensure that the creative and messaging clearly communicated what VOP stands for - Join The Revolution - When it comes to floors, we've combined the chores. Vac + Mop at the same time!
All of that within a very noisy and competitive environment.
BISSELL came to us with the desire of promoting one of their newest ranges - the CrossWave!
The main objective was to drive brand awareness to a qualified audience and to push potential customers further down the funnel. The added challenge was to ensure that the creative and messaging clearly communicated what VOP stands for - Join The Revolution - When it comes to floors, we've combined the chores. Vac + Mop at the same time!
All of that within a very noisy and competitive environment.
After creating an individual campaign targeting keywords such as “BISSELL VOP” we were able to track direct sales. Month 1 drove 50% of total revenue and 66% of total clicks to the site. This demonstrated that running a full funnel approach leads to direct and immediate sales.
If we break down search queries, the exact term BISSELL VOP drove 46% of overall revenue and 24% of overall clicks. Finally, we decided to bid on the term VOP, despite being much broader, in order to capture those viewers receptive to the VOP concept but who might have missed our brand name. Revenue increased by a further 18%.
On PPC, we saw an increase in product revenue by 83% YoY and a 94% increase in unique purchases. On all channels, this translated into a 55% YoY increase in revenue and unique purchases improved by 63%.
