E-commerce logistics company, Asendia, approached The Think Tank with a brief that sought to generate leads amongst online retailers in two key sectors: fashion & apparel and health & beauty.
Good looking and stylish as we are, these weren’t the principal reasons for Asendia to come knocking; we already had a track-record for producing highly effective and award-winning work together.
This time, we would need to drill down deep to understand the challenges and opportunities of our audiences so that we could take them on a journey that would both educate and persuade.
Coinciding with the peak of the COVID-19 pandemic, these were turbulent times for online retail. Although sales were exceptionally strong, sudden and dramatic changes in consumer behaviour coupled with complex supply chain issues bred uncertainty.
This offered a powerful route to engagement with our target audiences, who were hungry for data and insight that could help them negotiate the new commercial landscape.
To serve this need, we would develop two distinct streams of sector-specific content, from blogs to e-books, guides, infographics, retail calendars and more.
Content was exhaustively researched and expertly crafted by our inhouse copywriters, then beautifully designed by our art directors to meet the exacting standards of those working in fashion and beauty.
We deployed highly-targeted digital advertising, including Google Display and LinkedIn lead gen forms, to draw prospects into email nurture flows. Once in the system, we continued to push unmissable content on our leads, guiding them towards custom-built microsites where they could be nudged towards consideration.
Ongoing optimisation of our advertising and audience profiles combined with retargeting helped us maximise effectiveness.
Within the first two weeks, our e-commerce sector guides were downloaded 250 times, delivering an impressive batch of high-quality leads.
Across eight international territories, the campaign yielded exceptional conversion rates. Our client was delighted and, clearly, jurors on industry awards panels everywhere were very impressed.