Choose-Your-Gift
Omnichannel Digital Marketing Campaign Leads to Record-Setting Quarter Sales
In 1958, the Choose-Your-Gift® selective gift program was developed. This innovative new concept provided businesses with an option to reward their recipients with a gift of their choosing. Over the years, an expanded variety of price points and options such as gift cards were added. In 2000, online sales were introduced.
Challenges
The gift-giving program created by Choose-Your-Gift over sixty years ago has grown into a very competitive industry. The business now has many competitors. Following a recent relaunch of their website, which better positions Choose-Your-Gift as the trusted original gift-giving business, Americaneagle.com performed a content experience audit.
Solutions
The content experience audit highlighted specific user experience (UX), SEO, navigation, and landing page recommendations which could be best amplified by a strategic digital marketing campaign. Ahead of the approaching holiday season, an omnichannel digital marketing campaign was proposed, approved, and launched.
Persona development focused on human resource directors and purchasing managers. Typically, they were the decision-makers considering Choose-Your-Gift options and the audience Americaneagle.com intended to target. Analyzing all available website data, as well as customer service interactions, a firm understanding of the search priorities for these personas was attained.
Pay-per-click ads were created for use within Google and Bing search engines. Remarketing display ads, including video ads, were created as well. Americaneagle.com collaborated with Choose-Your-Gift’s video team to produce messaging and visuals which were kin to the campaign’s targeted promotions. The consistent messaging evoked feelings of happiness, thankfulness, and reward. New, high-quality product images were also a key component of the overall campaign. Strategic keyword targeting prioritized the best return on ad spend. Internally, Choose-Your-Gift managed an email campaign that aligned with the overall digital marketing strategy.
Home page adjustments were made to be congruent with all other digital channels. Featured home page content engaged users with helpful details regarding plan usage, price points, and popular gifts. Landing pages, highly attentive to SEO, were created for very specific searches relating to years-of-service gifts, employee appreciation gifts, holidays business gifts, corporate gifts, and more.
Fourth-quarter results were record-setting. Because of that, Choose-Your-Gift decided to engage with Americaneagle.com on an annual digital marketing plan to include targeted campaigns extending throughout the year.
Results
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97%increase in revenue (YoY)
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53%increase in Sessions (Q4 YoY)
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47%increase in online transactions (YoY)
