Project / We connected consumers to the Bose brand by establishing highly targeted keyword search strategies, which led consumers to client branding on search results on the major search portals and display networks. By building a strong brand presence throughout the consumers’ on-line search journey, we aimed to increase the probability that they would visit the client’s website. For mobile search, our strategy was to make it simple and quick for consumers to get in touch directly with the client. So, we set up a click-to-call feature on the Google Mobile platform, which took consumers directly through to the client’s call centre in one click. Throughout the campaign, we made sure that only quality traffic came to the site by analysing the site’s viewing data and seeking to understand where consumers were in their buying processes by the nature of their search query. We then tailored their experience on the site to their buying situation. At the outset, we ensured that all this activity was fully integrated into the client’s other marketing and promotional programmes.
Outcome for the client / The 8 month campaign resulted in a 180% increase in traffic on the client’s websites, supporting a significant increase in sales through the site during the period. In addition, Bose India web impressions increased 752%, total clicks on the sites increased 564% and a very high level of click through response was maintained during the campaign.