Tree of Hearts is the specialist wedding stationery brand of Card Gallery business within the WHSmith Group. It wanted equimedia to use digital marketing to grow its business during the challenging background of COVID and beyond. Our brief was to review the current strategy and leverage an integrated digital marketing approach to help the brand achieve its ambitious targets.
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.
We focused on growth in two areas – increasing the revenue from existing 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 to create more journey starts through sample orders which over time give a further opportunity for sales. A retargeting strategy was also implemented to improve the conversion rate of from previous visitors and cart abandoner.
A large element of the integrated search engine marketing strategy was Search Engine Optimisation (SEO). This is a highly competitive field to which Google has recently promoted non-specialist online printers and US suppliers. The approach was one of working very 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 demonstrates the necessary expertise, authority and trust to Google.
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
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