The excitement around the Royal Baby was something we wanted to harness for one of our clients, Organic Baby Food manufacturer HiPP Organic – because of the clear tie between a new baby and their product offering.
The key to this is agile marketing; Understanding your audience and their interests to create opportunities for awareness and engagement.
Without doubt the biggest story of the year in the press has been the Royal Baby. From the pregnancy announcement through to the registration of Prince George Alexander Louis’ birth it has featured in all manner of publications and been a topic of conversation on many people’s lips – and it’s this status as the “hot topic” that meant the Royal Baby (perhaps unsurprisingly) was seen as a golden opportunity for marketers.
Source: credit AP; http://www.salon.com/2013/07/24/royal_babys_name_announced/
Global brands like Coca Cola, Tesco, Google and Mangum all celebrated the new addition to the Royal family with congratulations-themed campaigns; Coca-Cola congratulated the Royal couple with an ad that read “Time for a Royal Celebration” and a picture of two bottles labelled Will and Kate while Tesco began running press ads to promote Moet & Chandon champagne as the drink to celebrate the occasion.
HiPP Organic, and their competitors, embraced the Royal Baby story for months on their Social Media channels, but we wanted to add a second dimension and so looked to PPC as an additional channel to communicate a Royal Baby message.
To start, we used Google’s Trends tool to check the pattern in search volume and confirm the opportunity – and the rapid rise in search volume just reinforced our idea;
With the opportunity confirmed, we updated our copy to communicate a Royal Baby themed message. To minimise any impact on Quality Score, we ran the new copy in conjunction with 1 piece of existing copy.
We also increased investment by 33% to ensure decent levels of visibility on a handful of Royal Baby themed keywords, such as ‘royal baby news’ and ‘royal baby name’. The generic nature of these keywords allowed us to reach a broader audience than we would usually target – an audience that perhaps hadn’t heard of or engaged with the HiPP Organic brand before – allowing us to utilise PPC as a cost efficient Market Making technique.
Popular stories mean strong engagement
The campaign introduced new people to the HiPP brand, providing exceptional results:
The Royal Baby was global news, but there are a number of tools out there that you can utilise to spot smaller, perhaps more market specific stories and pieces of information that you can utilise and adapt for campaign messaging.
Here are just 4 of the tools we utilise here at equimedia to monitor markets and better understand a client’s customers;