• 13 Feb

    Insider Journeys

    Guiding customers to a new destination online

    When Travel Indochina decided to rebrand to Insider Journeys to align the brand and website to their expanded destination set, they asked us to help maintain their website traffic and restructure their accounts, and we exceeded their expectations.

    The Challenge

    Insider Journeys, who were rebranding from Travel Indochina, needed help to ensure that their paid media accounts were best placed to cover the new destinations they were offering.

    The paid media team were also tasked with maintaining website traffic during the rebrand in anticipation for fluxes in organic traffic during the migration. Another challenge was that this rebrand not only applied to the UK account, but the USA and Australian accounts too.

    It was understood that rebranding carried a number of risks due to potential drops in organic traffic and PPC account quality scores, so these were considerations that our team had to take into account.

    The Solution

    With the use of the powerful Google AdWords Editor, we were able to update all final URLs account-wide, apply new campaigns and accompanying creatives to reflect the new destinations, implement a mobile strategy, and also set A/B tests across the entire account from ads to extensions.

    As we were working on three accounts in three different time-zones, we had to carefully review all Analytics data independently to ensure that the bid strategies and ad schedules that we implemented were optimised for the local destination.

    Not only this, but we had to ensure that all currencies were localised as well as the terminology used. From experience, we knew that terminology differs greatly country by country.

    The Results

    After restructuring the account to better target the right audiences, it led to 3.52% less relevant impressions, with an interaction rate increase of 4.87%. Thanks to the introduction of a mobile strategy, enquiries raised by 14.71% and the newsletter subscription by 34.78% which allowed Insider Journeys to increase their lead rate.

    By targeting the right audiences, the bounce rate decreased by 7.91% and the average time and page depth increased due to the more qualified traffic on the Insider Journeys website.

    In both organic and paid search, White.net have pushed and supported us to exceed best practice and craft more effective acquisition campaigns. Consulting on our North America, Australia and United Kingdom AdWords accounts White have significantly increased the granularity of our AdGroup campaigns and assisted us with new product adoption.

    Insider Journeys

    By White.net
  • 13 Jan
    Audley Travel

    Audley Travel

    PPC, SEO & social media: working better together

    Through a series of integrated campaigns, we supported Audley Travel in their website redesign, increased organic traffic, and reduced PPC costs while boosting click-through rates. Our strategy helped Audley realise the opportunity across several online marketing channels, reducing their reliance on any single traffic source, while all working to get the brand in front of the relevant audiences.

    The Challenge

    With the specialist travel industry becoming more competitive, Audley wanted to ensure that they had a prominent position online and increase the number of visitors to their website. Further, more eyeballs weren’t enough – as with any search strategy, the traffic had to be qualified, and in this case, deliver an increase in requests for brochures and quotes.

    Audley was also in the process of a website redesign which better reflected their brand. As the re-launch was implemented in the run-up to peak booking season, we needed to work with them to ensure that their organic traffic was maintained. Simultaneously, we could see the need to streamline paid search, achieving lower PPC spend while increasing conversions.

    We were also tasked with consulting on the content strategy of Audley’s Traveller magazine. With this, we aimed to capture long-tail search traffic and engaging potential customers who were in earlier research stages of the booking process.

    Our Solution

    Our goal was to create an integrated strategy that not only drove traffic to the site, but increased brand recognition, decreased paid media spend while maintaining or increasing clicks to the site, and led to conversions. To do this in such a rapidly-changing sector, we knew that a 360-degree strategy was needed, integrating key organic, PPC and social media strands.

    Delivering this effectively meant continued SEO consultancy, including refreshing content and metadata, researching new topic opportunities, and streamlining both organic and paid search to relevant products.

    To support our paid and organic search strategies, we also consulted on Audley’s social media presence with the aim of boosting Audley’s brand recognition within the broader travel industry, reaching potential customers, as well as increasing positive sentiment and attention.

    The Results

    Our work proved so successful that we had to stop running PPC campaigns in several areas, as Audley Travel were receiving so many visits from search that the sales teams were working at maximum capacity.

    Our integrated work on search and social media, in particular developing content around the ITV series ‘Billy Connolly: Journey to the Edge of the World’, brought in thousands of direct visits during the six weeks the programme screened.

    More importantly, our initial efforts set the foundations for a long-term relationship, with us working with Audley on the launch of their new website in early 2015 and subsequent content and digital PR projects.

    By White.net
  • 13 Jan
    Deloitte

    Deloitte

    Joining the content big leagues

    By turning Deloitte’s impressively detailed report on the world’s richest football clubs into a graphical league table, we took its reach up a level. Within several weeks it had earned coverage in The City AM, the Metro, The Guardian and Marketing Week, as well as exposure on the BBC, CNN and Sky Sports.

    The Challenge

    The annual Football Money League report, featuring the top richest football clubs, has been compiled by Deloitte for over 15 years. Deloitte wanted to capitalise on the existing popularity of the report and further its reach.

    Our task was to find the most exciting platform to get the interesting story within the report in front of audiences who would enjoy it, plus earn attention from media outlets. The report also had to work within the wider SEO campaign that was underway. We needed to make a splash, and turn the report from a set of data into a news story.

    The Solution

    When creating our strategy, we two aspects were key to for the content. Firstly, we needed to tap into turning the list of richest clubs into a league table – a reference every football fan would relate, and potentially find interesting. Secondly, the Deloitte report was extremely detailed – a graphical representation would help tell the compelling aspect more easily.

    We suggested creating an infographic. With limited time to see the final figures, we used the previous years’ report figures for the design, then worked fast to add the numbers once ready. Working closely with Deloitte’s branding team, we created a design that adhered to corporate guidelines but was still had the impact we needed.

    Promotion is key to getting great content the attention it deserves. We liaised with Deloitte’s PR team to select from their existing contacts and identified over 150 sports and business bloggers. On launch day we then pitched to them with tailored emails.

    The Results

    Our Football Money League infographic generated a traffic increase to the site of 450% on the day of release. Of the traffic that the infographic received, 90% of visits were unique and 75% were referring sites. Fantastically, the infographic received a lot of media coverage. It was published in 10 languages and received 232 links from 78 unique domains and there were mentions in a variety of newspaper and TV news websites as well as offline coverage.

    Later, the campaign won Deloitte and ourselves recognition at the 2012 UK Search Awards, where the work was a finalist in the category Best Use of Search – Finance. Following the success of this initial work, we’ve gone on to create and promote other infographics for Deloitte, and the designs and processes have been included in their internal branding guidelines.

    By White.net
  • 13 Jan
    Nominet – Know The Net

    Nominet – Know The Net

    Background

    When domain name registrar for .uk domains, Nominet launched an educational website, Knowthenet, we came on board to develop and deliver an integrated SEO and social media campaign to raise the visibility of Knowthenet.org.uk, meaning its advice on internet safety reached the widest audience possible.

    The Challenge

    As a not for profit arm of Nominet, Knowthenet was established with an agenda to reach as many people as possible, with the focus on parents and young people.

    Its aims were to drive traffic, through shares and interaction with their content, and campaigns targeting different aspects of online safety.

    Nominet didn’t have the resources to manage the content strategy or social media promotion side of the project, so we stepped in to assist with these elements.

    The Solution

    We devised a strategy that would focus on developing timely news-based content alongside evergreen long-form features that would attract those seeking information and advice. We integrated social media into the project strategy, focusing on two principal platforms; Facebook and Twitter.

    Working closely with Nominet’s PR agency, we created content that would complement traditional media coverage of relevant topics and devised campaigns that targeted trending topics such as cyberbullying, mobile security and online vocabulary.

    We utilised a variety of mediums to engage users across Facebook and Twitter, targeting four very different audience personas, such as online quizzes, competitions, polls and infographics.

    The Results

    1. 100% increase in organic search traffic for non-brand keywords
    2. 69% increase in overall traffic
    3. 153% increase in social media referrals to the website

     

    We enjoyed good results with the project and particularly in terms of driving engagement with the site through social media. Thanks to the success of the initial campaign, we were given significant additional budget to invest in further SEO and social media campaign work, with more challenging objectives set for search visibility and brand awareness.

    White.net really know their stuff. A young, dynamic team that pushes our business forward. Highly recommended and a pleasure to work with.  

    Nominet

    By White.net