Digital marketing is in our DNA. We’ve setup, analysed, optimised and reported on campaigns across industries, such as financial services, retail, airline, telecom, travel, hospitality & tourism. Each time ensuring that communications for both b2b and b2c audiences work as hard as possible to get brands seen in all the right places at the right time.
Strategy and planning
Analytics & dashboard reporting
Social media planning and management
Website and campaign monitoring
Search engine optimisation
Digital marketing case studies
Acquisition with an emotive edge
Putting together a campaign during a global pandemic comes with challenges.
Following the success of the Purchase Plus Credit Card in the UK, this creative launched the card to the CIIOM (Channel Island and Isle of Man) market for the first time to Mass and Advance existing and prospecting customers, leveraging existing comms but bringing in localisation to resonate with HSBC’s Channel Island and Isle of Man customers.
HSBC boasts four cards in their portfolio, the latest card, the HSBC Purchase Plus Credit Card allows customers to buy today, and pay back over 18 months, without interest. This key feature led our copywriters and creative team to the core messaging of ‘Islanders, you no longer have to wait.’ The Purchase Plus Credit Card offers freedom, flexibility and time. Freedom to buy today and flexibility to pay back at your leisure.
It was important to us that the imagery reflected Island life and with the current effects of Covid-19 we wanted to be sensitive yet relevant. The image of a father and son duo surfing was understanding of the current climate as well as reflective of how islanders have been spending their time during lockdown.
Banners were created for the product landing page on the public website, and for existing customers email comms. In-branch, posters were designed to hang in the windows and prompt cards and tent cards were created for point of sale.
The campaign was executed across the CIIOM market above the line, rolling-out across GDN, Paid Search, Gmail advertising, and Out of Home, with multiple targeted formats across Instagram and Facebook.
This new product launch further enables HSBC to help their customers continue to thrive. Even when the world is in stand still, HSBC are right with you, growing their card portfolio to meet your credit needs.
We can help your business do more business. Talk to us and let’s make it happen.
Flying socially high
Aurigny, Guernsey’s airline, is a vital lifeline link not only for the people of Guernsey and Alderney but also for the island’s business and tourism industries. As the airline’s marketing agency, Oi took over all its marketing activity in January 2017 with the brief to overhaul and maximise the potential of the digital marketing campaigns to grow overall awareness of the airline and, ultimately, increase revenue. Part of this involved a complete overhaul of Aurigny’s social media activity, focusing on Facebook.
The brief was to overhaul and maximise the potential of the digital marketing campaigns to grow overall awareness of the airline and, ultimately, increase sales and revenue.
The first step was to conduct an in-depth analysis of previous and current Aurigny marketing activity. We needed to know what worked and should be optimised, what did not work and needed to stop, and what opportunities were being missed. Working closely with the Aurigny team, we reviewed all digital activity from paid search and display advertising to key partnership activity and email marketing, all of which needed to form a cohesive and integrated digital marketing strategy focused on maximising sales opportunities.
We produced regular tactical seasonal outbound and inbound campaigns including videos, Facebook and Google (text/display) advertising for Aurigny.
An exciting and hugely collaborative process, Oi’s marketing strategists worked with designers, key partners and the Aurigny team to introduce an annual strategic campaign plan that also allowed for the flexibility of short-term tactical activity which could be deployed through the year across multiple channels. We also introduced stringent tracking on all campaigns working with developers and digital marketers so that the success and return on investment of all activity could be monitored and reviewed for optimal success.
Paid search campaigns benefited from a keyword and audience targeting overhaul. Display and remarketing ads had regularly refreshed interesting designs, video ads were introduced on Facebook and a regular calendar of email marketing was rolled out, alongside activity with key partners to grow the email marketing database.
The Facebook activity also included managing Aurigny’s page and growing its audience. In the first 12 months Oi grew Aurigny’s Facebook audience by over 150% and helped manage their Facebook community.
Videos have proved very successful for Aurigny on Facebook achieving above-industry standard clickthrough rates and engagement.
As with all digital marketing activity, tracking is king and we have used this alongside in-depth analysis to consistently review and optimise all campaigns. Paid search campaigns proved extremely successful with click-through rates well above industry average and generating significant revenue – in fact the campaign had a Return on Ad Spend of over 3000%!
Results were kept consistently successful through ongoing optimisation – whether this be through keyword reviews or increased geographical targeting. Email marketing was similarly tested and developed – we compared send times across different days of the week, split-tested content and subject lines and ultimately worked to create highly successfully emails which averaged an e-commerce conversion rate of 7%, a very positive result.
Do you need help boosting your brands digital marketing opportunities? We can help your business do more business. Talk to us and let’s make it happen.
Serving up island life
Oi’s latest campaign for Visit Jersey works towards promoting tourism in the shoulder months of the already busy summer period, and this time with a theme that’s fresh for more than just one season…
We have worked on developing campaigns with Visit Jersey for several years however, this time we were asked to take a different approach by utilising an annual theme to bring all campaigns together.
The client brief asked us to develop a campaign journey and structure that had longevity and for it be developed in such a way, that we were able to add content throughout the campaign period and beyond. Another important factor highlighted in the brief was for the content to be closely aligned with on-island product, creating an appetite for real bookable experiences on the island.
The campaign was developed to reach the tourism bodies’ identified growth markets, whilst retaining appeal to their nurture markets. The campaign theme required a focus on food, friendship and fun, and the Oi team worked alongside the in-house marketing and product teams to develop a clear plan and approach to the challenge, this time focusing on the island’s world-renowned food offering.
Louise Ashworth, Head of Marketing at Visit Jersey commented: ‘As a small island famous for its food, Jersey is bursting with flavour, from our laid-back beach cafés to our award-winning restaurants. Today’s travellers want an authentic taste of a destination, and this campaign will serve up our island food story to prospective visitors. Our new strategy of producing content with greater longevity will help us to build and maintain a healthy appetite for Jersey as a year-round visitor destination.’
Our creative team developed a strong campaign concept with an overarching campaign headline of ‘Serving up island life’. We then developed supporting sub-headlines in question form to ensure that we were communicating a strong call to action that aligned with the brands bold and spirited tone of voice:
Each sub-headline was developed to create content categories around the different types of experiences you can have on-island, portraying the ability for visitors to experience the island as they wish. These categories were used to develop website content and each championed by a short video edit in line with the messaging.
Keith Beecham, CEO Visit Jersey, explains ‘The campaign celebrates our field to fork stories; where fresh food is plucked from farm, field, and sea and served the same day, to our world-famous food produce and the pride and passion of the people behind the menus.’
Once the concept was agreed we got to work on storyboarding, planning and organising various video and photography shoots around the island. Our main video edit captures the freshly served food journey – showcasing the island’s big four; Lobster, Jersey Royals, Dairy and Oysters in a setting that portrayed a strong sense of place and an emotive family environment.
Oi delivered a set of campaign video edits to work across digital and social media depending on the preferred length and orientation to suit each medium. Visit Jersey has a strong social presence, with 73k likes on Facebook and 12k followers on Instagram. Social media is an important area for tourism brands, particularly for reaching growth markets. This identified the importance to produce portrait versions of the video content to support the increased popularity of Instagram Stories and the use of mobile for scrolling social platforms. Watch the full 60 second landscape version below:
The campaign media selection had a strong digital approach, the roll-out consisted of a selection of online ads which prioritised mobile and interaction. As the brief defined encouraging engagement as a high priority for the digital media we developed a fun interactive quiz. The quiz allowed prospective visitors to identify which type of Jersey experience suited them best, by answering questions about their preferred activities before being served a relevant video clip as their result.
In line with other campaigns, online banner advertising, email designs and website content around the theme were developed alongside a selection of national press print adverts.
If your brand could do with some ‘Brand new thinking’, contact us to discuss how we can help you more successful.
Switch and smile success
As Jersey Electricity’s appointed campaign agency for the energy solutions team, Oi worked on a stand-out heating campaign for the key switching months from October 2018 to March 2019. The campaign objectives were clear:
- Create c.500 fuel switching opportunities
- Educate islanders on the benefits of Electric heating
- Raise awareness of the all-new Smarter Living Energy Centre at The Powerhouse
In order to achieve these objectives, key ‘reasons to believe’ were identified substantiating our chosen messaging. The campaign team worked closely with Jersey Electricity to boil down to clear facts the benefits of electric energy to educate islanders and encourage fuel switching enquiries, of which over two thirds of leads are converted by the knowledgeable energy advisers. This included focus group data, efficiency stats and discussing the practicalities and tariff comparisons so both the oil and gas target markets could really understand the benefits of switching.
Four core concepts were devised with a messaging hierarchy conveying the benefits to the customer clearly. As the subject matter is highly technical, and statements are regulated closely by the ASA (Advertising Standards Authority), we took considered measures to ensure the language used was accurate and transparent, working with the client to utilise solid facts such as electricity being not only the 100% efficient alternative, but a cleaner and greener energy source with one third of its power harnessed from tidal energy.
The creative style was bold, taking a line based, illustrative approach – something fresh for the brand and modern to represent the future-proofing electric energy provides. The design had to incorporate both the Jersey Electricity brand (one trusted and known in the local community) and the Smarter Living brand assets in a memorable and identifiable way. Utilising characterisation allowed for the designs to continue to have an approachable feel.
The campaign strategy focused on a digital first approach, building on previous local media campaigns. The digital approach allowed us to measure and evaluate effectiveness, capture data and become more reactive.
A dedicated Facebook page for Smarter Living was set-up acting as a platform to run targeted advertising throughout the prime fuel switching months. Organic content was created to populate the page to provide further information from the adverts served to the locally targeted audience including animations which brought the creative to life to engage new leads.
To launch the campaign, we ran paid Facebook and Instagram ads with animated and static carousels on ‘Steps to switching’ and ‘Reasons to switch’ alongside static image ads for each benefit with links to informed articles on the smarterliving.je website. This built intrigue and allowed customers to learn more about fuel switching in an engaging and unobtrusive way. The conversation was started.
The online campaign journey incorporated retargeting with animated display advertising serving targeted messaging to users who had already expressed interest or viewed the Smarter Living site. The call to action directed to a user-friendly fuel switching form allowing (for the first time) data capture and a direct way to ‘Book a heating survey’ online.
Further web banners were set-up, and strategically positioned in prime positions on local online news providers, running alongside traditional print ads in the press and parish publications with strong call to actions to visit the Smarter Living Centre.
A secondary phase of the campaign included updating the existing creative with the product at the focus, so that the user journey built to seeing clear images of the smart technology they would see in their homes when they switched to electricity.
Local radio (something that has always proved successful for the target audience) was utilised to ensure all demographics were reached, aiding the campaign messaging in a bold way with a stand-out script written by Oi, featuring characterisation and impersonations. The script which featured ‘David Beckham’ and ‘John Mottram’ was punchy, and indisputably memorable.
As the first Jersey Electricity integrated winter heating campaign that leveraged a digital audience, the performance stats were key. The campaign amassed 2.3 million impressions, 4,464 total site visits (52% via Facebook) and importantly achieved the target of the c.500 fuel switching enquiries (up from c.200 previously) over the winter months.
Celebrating a need for change
In 2020, Guernsey made the bold move to switch all of their imported energy sources to renewable sources such as hydropower, solar and wind.
We were tasked with announcing this big news to Guernsey residents to help them feel proud and recognise a need for change.
For our consumer-led campaign, we took an announcement led approach with a more illustrative style that provided a fresh, clean, and aspirational look for the brand. A look and feel that would stand out against other advertising clutter, reminiscent of idyllic travel posters.
Renewables for All celebrates people being able to plug into renewables without installing expensive PV units or air source heat pumps.
The campaign is predominantly a digital campaign, leading with Google Display, Facebook Advertising, and supported with local advertising placement.
To launch the campaign internally, a climate statement video was created featuring Guernsey Electricity employees to help bring everyone on board. The video was launched in the power station with branded seed giveaways to help employees be the ‘seeds of change’. Watch the video here.
Upon announcement to the press, several iconic buildings in Guernsey were illuminated in green to join us in celebration including Guernsey Electricity, St James and Catherine Best.
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