Ann Summers creates buzz with Budget search campaign
- Added:
- May 01, 2009
Ann Summers recently worked with digital marketing agency iCrossing to run a paid search campaign based around the recent UK Budget.
iCrossing bid on keywords around the budget such as ‘Gordan Brown’, ‘budget 2009’, with the results generating links with phrases such as “There’s no recession in pleasure” appearing at the top.
iCrossing said the campaign achieved click-through rates of over 20%, with a 2 % conversion rate.
The campaign was inspired by the brief from Ann Summers to make their brand Knickerbox more ‘edgy’.
The digital marketing agency is now going to use this method as part of their ongoing strategy to look at search trends and spikes and create a buzz around a lighthearted take on gloomy news stories where appropriate, with counter bidding.
Commenting on the campaign, Paul Doleman, CTO at iCrossing, said: “This spontaneous and fun campaign proves that having your finger on the pulse and a strategy that can be quickly implemented around a topical news story can have great results. We effectively used the news agenda to build awareness and generate great press for our brand in a quick and fun way.'
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