Ann Summers

Agency: iCrossing

Ann Summers were looking to drive brand awareness online using new and innovative channels. Using paid search as a brand marketing tool – by bidding on high volume, topical keywords with cheeky and humorous campaigns generating significant eyeballs online and reputational benefits offline. The ads generated over 1.5 million impressions for a spend of less than £4,500 – a CPM of £3. The campaigns were covered in national media including the Independent, Guardian and BBC.

Brief
• Ann Summers was looking to drive awareness of its brand online and to enhance its ‘edginess’, using new and innovative channels
• Its retained search marketing agency iCrossing proposed a radical solution that would play on the brand’s edginess whilst attracting huge volumes of eyeballs at a relatively low cost

Strategy
• Using paid search as a brand marketing tool – by bidding on high volume, topical keywords with cheeky and humorous campaigns, Ann Summers could generate significant eyeballs online and reputational benefitsoffline
• The strategy was not to deliver clicks – it was toleverage the paid search mechanic to cheekily insert the Ann Summers brand into unusual places

Execution
• Topical campaigns included:
– British Airways strikes – bid on strike-related keywordswith ad copy saying ‘The planes may be grounded, buty ou can still join the mile high club!’
– Budget 2010 – bid on budget 2010 related keywordswith ad copy saying ‘There’s no recession in pleasure
– Snow 2010 – bid on snow-related keywords with adcopy saying ‘Stay in and stay warm with our steamy sex toys’
– Election 2010 – bid on election related keywords withad creative saying ‘Visit Ann Summers & find out why we believe in a well hung parliament’ and ‘We specialist in long, hard elections!’

Results
• The campaigns generated significant volumes ofimpressions, not just from the ads themselves, but alsofrom ancillary PR
• The ads generated over 1.5 million impressions for aspend of less than £4,500 – a CPM of £3
• The campaigns were covered in the national media,with the Independent writing about the budget campaignand the Guardian commenting on the BA strike activity,as well as across social media outlets

Topics

Pay Per Click