The Strategy

Building on experience with other brands, the key to driving New York bookings was (1) raise intent in profiled customer groups and (2) generate qualified leads that can be communicated with promptly and (3) a clearly customer journey.

Facebook

Audience data from who a 'Macgregor and Macduff' customer would be based on previous customer information was formatted and used with Facebook lead generation to drive immediate form completions at higher volume than before.

'Win Back' with the Customer lifecycle

Across the customer lifecycle the first buy can be achieved with a high performance sales funnel from media such as paid search or Facebook advertising; however after that first purchase how can you re-ignite the customer to make a second purchase? To become an advocate for the brand as such?

By using advanced re-marketing activity based on omni-channel engagement across web and social media, Predictive marketing to drive search terms based on intent and live monitoring we re-engaged customers and converted at half the cost rate of the original acquisition.

All of the new MacGregor and MacDuff activity is now driven by data-decisions which we implemented after conducting significant conversion rate optimisation across the brands' website and digital presence; including building bespoke dashboards for live real-time monitoring.