Mark Warner: Skiing holiday authority
Gemma Cocker, Rob Green, Mark Henshall, Stephanie Sheehan, Laura Wilkins.
How did the campaign make a difference?
Integrating SEO, PPC, social media, content marketing and conversion optimisation with other comms activities drove business success for Mark Warner while making customers' lives better. This delivered an 118% increase in sales, year on year, and a 133% increase in revenue.
What details of the strategy make this a winning entry?
Mark Warner is a challenger brand – and it doesn't just sell ski holidays so it can't exclusively focus on them like the specialists. The time constraints of a September start (standard SEO campaigns can take six to nine months to make an impact) meant that the strategy had to be creative. Making life better for people and rolling out a combination of paid, owned and earned tactics to support this would give the best chance of driving success quickly. This led to developing useful and engaging content targeting the needs of different skiers. Leveraging relationships with influencers earnt the editorial links and social shares to secure improved positions and raise awareness, while using conversion optimisation to increase visibility, and social media and changed visitors into customers.