Objectives
Tree of Hearts is the specialist wedding stationery brand of the Card Gallery business within the WHSmith Group. They wanted equimedia to use digital marketing to grow their business during the COVID pandemic, and beyond. Our brief was to review the current strategy and leverage an integrated digital marketing approach to help the brand achieve it's ambitious targets.
The brand
Tree of Hearts is the UK market leader for the supply of wedding stationery. Tree of Hearts wedding invitations, save the dates, table plans, guest books and thank you cards are offered in over 100 stunning and distinctive designs. Each design is created by Tree of Hearts’ in-house team of artisan designers based out of the Shropshire studio. The designs can easily be personalised to meet the requirements of the bride and groom. A key USP of the brand is the very high levels of customer service and attention provided to each customer to ensure they have the perfect wedding stationery for their wedding.
Our Approach
We focused on growth in two areas – increasing the revenue from existing site traffic and reaching new customers.
Historically, Tree of Hearts’ key focus has been to invest in PPC to find engaged couples who are actively searching for wedding stationery for their big - and in many cases, delayed – day. To help Tree of Hearts to achieve their ambitious targets, we implemented a full funnel strategy, which taps into the power of paid social and prospecting activity to fuel growth by reaching new audiences and creating more journey starts through sample orders. Over time the sample orders give the business a further opportunity for sales through CRM. A retargeting strategy was also implemented to improve the conversion rates of previous site visitors and people who have abandoned a cart.
A large element of the integrated search engine marketing strategy was Search Engine Optimisation (SEO). This is a highly competitive market for stationery retailers in which Google has recently promoted non-specialist online printers and US suppliers. We worked closely with the Tree of Hearts marketing team to optimise the site navigation, on-page content and technical elements to ensure that the site was easy to use and reflected the wow-factor of the wedding invitations themselves. Whilst the focus is always on the shopper experience, these changes have also demonstrated the necessary expertise, authority and trust to Google.
Results
During 2021, we have seen a doubling of return on advertising spend (ROAS) from the Google Ads and for several months the highest volume search term ranked #1 on Google.
The work continues as Tree of Hearts looks forward to a bumper year of weddings in 2022
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
