Winter strategy achieves 24% increase in off-peak revenue | Case Study

The Challenge

The nature of GazeboShop’s products means that they’re susceptible to seasonality, the variation in demand for their products depends on the time of the year, with the summer months driving the most business.

GazeboShop tasked us with looking at ways in which we could increase online revenue with reduced media spend (as a result of lower, off-peak demand) during its off-peak season.

Specifically, we were tasked to:

1

Increase online revenue YoY during the off-peak season by 10%

2

Achieve Paid Media campaign ROAS of 10:1

3

Achieve a minimum of 21 backlinks with an average domain rating of 45

4

Increase organic visibility by 10% for target keywords

The Strategy

We broke down our strategy into two aims and integrated several digital marketing channels to target users at each stage of the marketing funnel. We would first look at how we can generate demand during off-peak periods and then identify how we could convert this demand.

Paid Media

To keep GazeboShop top of mind during peak season, we launched new off-peak campaigns across PPC and Paid Social.

Across paid social, we shifted from conversion-focused to traffic-driving activities during off-peak and promoted useful guide content developed by our SEO team, such as “How to Make the Most of a Gazebo During Winter” to build interest and future purchase intent during off-peak. PPC campaigns targeted interest-based and lookalike audiences with video and image creatives based on Paid Social learnings to better engage audiences. This work expanded our remarketing audiences, enabling scalable Paid Social campaigns with a profitable ROAS.

Organic

We identified optimisation opportunities for off-peak search intent by focusing on both commercial and informational needs. We created new category pages optimised for focus keywords ahead of the off-peak season, developed content to engage audiences who were not yet at the decision stage and guided them down the marketing funnel.

We simultaneously focused on optimising the top-performing pages, driving backlinks to keep them prominent in SERPs when peak season started.

To support keyword rankings during off-peak season, we centred our digital PR activity on gardening, winter-related topics and trends to national, regional, lifestyle, and home press.

The Results

24%

Increase in YoY off-peak revenue

12:1

Achieved Paid Media campaign ROAS

24

Backlinks achieved

80

Average domain rating and notable coverage include:

Homes & Gardens (DR80)
Express (DR89)
Country Living (DR85)
T3 (DR79)
Daily Mail (DR92)

21%

Increase in organic visibility for target keywords

Impression’s ability to drive traffic, enhance our brand visibility, and optimise our content for off-peak periods has had a significant impact on our growth. We’re excited to continue working together and are confident we’ll see even more success moving forward.

Sam Richards Marketing Manager, Gazeboshop