Ego Power tools Case Study

The Challenge

Ego wanted to freshen up their digital strategy and improve efficiency and scale across the UK and EU business. The objective was to improve brand visibility in search and social in order to showcase the cutting edge tools for consumers, resellers and professionals whilst also maintaining reach across high value segments at scale.

As this was part of an EU-wide marketing strategy, we needed to account for over 10 markets, all with varying budgets, market penetration and seasonality. A one-size fits all approach was not possible.

The Solution

Working closely with the data science team at our partners, Crimtan, we identified key personas and matched these with existing social content. The Ego social media team had developed a high impact partnership programme with garden content creators but this had been under-utilised historically. By deploying these pieces of partner content as ads we were able to significantly improve engagement and showcase products in context.

For paid search, our focus was on maintaining presence as efficiently as possible and we tested both standard search and p-max with scripts utilised to monitor placements and identify opportunities for asset group optimisation.

For SEO, our first stage was to set-up our optimised SEO reporting and infrastructure across all 10 markets, progressing into detailed technical audits using our market leading suite of tools. Alongside this, extensive keyword research and targeted content creation on key product categories was undertaken. We also identified opportunities to translate and localise content from key markets, enabling rapid growth in high quality keyword optimised articles.

The Results

The results delivered were transformative with an amazing increase in CTR of over 400% to an average of 4.2%. This led to an 86% reduction in Cost Per Click YOY and CPL reduction of 95% YOY whilst still maintaining reach and scale and increasing social followers, engagement and brand presence. 

Paid search improvements were conversion focussed and we saw the cost per conversion reduced by over 80% in all geos but one which saw a 58% reduction. 

For SEO, often thought of as a long-term investment, we saw quick and substantial gains to impressions and clicks through the technical fixes identified and applied. 

Our use of tested AI tools for translation and transcreation also allowed us to expedite content across geo and delivered on average across more than 10 markets a YOY increase of 106% in terms of impressions and clicks within the first 6 months.