Challenge
Bob’s Discount Furniture was spending the bulk of its ad dollars on TV, radio, and Out of Home (OOH) but wasn’t getting the sales and growth it expected.
They were looking for an innovative approach to increase instore revenue and their ecommerce revenue.
Strategy
We created a team that identified that customers, especially millennials without cars, were interested in buying furniture online. They demanded savvy digital marketing techniques to adopt the brand.
We launched a digital “suite” that consisted of programmatic and display ads, SEO, retargeting, geo-fencing efforts and “TV Listening” – the latter to ramp up search results during furniture related (or focused) commercials.
Solution
SEO: Goal was to increase natural search rankings of pages on mybobs.com by optimizing the site for both high and low funnel search results and by fixing the technical issues that the website had. By year three, SEO generated over 70% of all campaign revenue.
Reputation Management: The goal was to increase clicks and CTR on searches that produce negative organic content. We generated over 20,000 clicks at an 18% CTR from competitors/negative SERP results.
Ecommerce: The goal was to incrementally increase sales within the store footprint. We drove a 5:1 Return on Ad Spend (ROAS) by the way we structured the paid and programmatic campaigns.
Brand Awareness: The goals were to increase awareness for new store locations and increase the customer base within the existing footprint and build the purchase funnel. We created over 108MM branded ad impressions and 517,100 clicks to the website through an integrated campaign using search advertising, display, social media and programmatic.
Campaign Results
Year 1
1000% increase in revenue from organic search
$1M increase in sales
Year 2
$45M increase in sales
Year 3
$75M total sales
20% increased in-store revenue
47 new store locations
20%
increased in-store revenue
$75M
total sales
47
promoted new store locations
