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Keyline is one of the largest suppliers of heavy building materials and drainage solutions in the UK with a nationwide network of branches.
Senior Digital Account ManagerFollow @HeatherClicky
Managing DirectorFollow @SamClicky
Keyline (part of the Travis Perkins Group) is one of the largest suppliers of civils, heavy building materials and drainage solutions in the UK with a nationwide network of branches. As a leading supplier to one of the UK’s largest industries: building and construction, they supply thousands of product lines to trade professionals and specialist contractors.
The client required a cost effective marketing solution in the form of a target focused digital strategy to drive additional awareness, interest and sales of specific product ranges. We launched Keyline’s first and only price-pointed promotion of 2015 in May, running it over a two-month period with seasonality in mind.
With a non-transactional website, the aim of the promotion was to reach highly specific target audiences to encourage 2015 Landscaping Brochure views online, but ultimately increase subsequent footfall and sales in local branches.
Creating campaigns across AdWords, Twitter, Facebook and LinkedIn, with a mixture of brand focused and offer specific messaging, we launched Keyline’s first digital only strategy.
The landscaping category and offer pages received a record number of visits and featured in the top five most viewed content areas.
The campaign saw positive results across all platforms, driving significantly increased levels of traffic to the website with improved coinciding brochure views and download numbers. The landscaping category and offer pages received a record number of visits and featured in the top five most viewed content areas.
The campaigns achieved fantastic brand and product awareness amongst the target audiences with hundreds of thousands of impressions (views) displayed. Social Media activity also benefitted the business, as the results gained from this saw the highest level of engagement Keyline had ever achieved. Traffic from such activity increased twenty-fold compared to the period directly before the campaign.
The net result of the campaign was a hugely positive ROI reported against the investment, additional exposure and the creation of a new customer base.