NewswireToday - /newswire/ -
London, United Kingdom, 2008/06/27 - iCrossing, a global digital marketing company, today announces the success of a unique digital marketing campaign for leading fashion brand Lipsy.
iCrossing was selected for the campaign because of its “connected” approach to building digital marketing strategies. The campaign brings together the crucial strands of natural search, paid search, display advertising and social media research.
The ongoing campaign has been designed to significantly boost revenues by increasing traffic and sales on the Lipsy site, while driving online brand reputation, awareness, and visibility.
During the research phase of the campaign, in-depth linguistic profiling revealed how Lipsy’s potential customers behave online, rather than relying on assumed knowledge. This linguistic intelligence provided real insight into search patterns, helping to shape the paid and natural search strategies and support the display campaign in defining target personas. This process was crucial to ensure that coverage was accounted for when consumers searched according to keywords, having first seen the display creative.
iCrossing’s team also developed a reputation management campaign, which focused on establishing quality links with authority sites and actively promoting back link growth. This strategy ensures that the Lipsy brand engages consumers through interactivity while supporting brand growth through social media connections.
The integrated campaign has delivered impressive early results with the site experiencing its highest ever Click Through Rate, at its lowest Cost Per Click. In addition, record online sales volumes have been matched by Lipsy’s lowest ever Cost Per Acquisition.
Furthermore, the display campaign delivered more than 1,500 new individuals to Lipsy.co.uk, with a healthy rate of sales. This proved that consumers were successfully engaged at the right stage of their purchase cycle, eliminating the need for repetitive persuasion and wasted impressions.
Kristine Kirby, Head of eCommerce at Lipsy comments: “At Lipsy we are dedicated to ensuring the hottest fashion looks move from the catwalk to high street in the blink of an eye, and our online brand is an essential point of contact for our customer base. We need to ensure that we are constantly communicating with our customers and strengthening our online reputation as we expand rapidly. iCrossing have the knowledge and experience to ensure that we achieve our goals, and have taken our online persona to the highest level.”
Mel Alcock, Chief Client Officer at iCrossing in the UK comments: “Our work on the Lipsy campaign shows exactly what can be achieved with a connected digital approach. We have successfully built attention around the brand by engaging with its network in line with Lipsy’s communications strategy to enable the brand to speak coherently to the precise needs of its audience. This gives Lipsy a real and valuable lead as it continues to build its growing reputation as a major fashion player, competing against established names in the industry.”
iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight - to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing clients include world-class brands such as The Coca Cola company, HBOS, TUI and Virgin. Headquartered in Scottsdale, Arizona, the company has 620 employees in 15 offices in the US and Europe, including 110 employees in the UK.