TMI has made it through to the shortlist for the prestigious finals of the Festival of Media Global Awards at the very first attempt.
Group Account Director Rowan Kleij and his team were nominated in The Effectiveness Award category for their work on The Media Image and Interflora – Christmas 2018.
Kleij admits they faced formidable challenges during the campaign. “Our goal was to maximise the order volume obtained within strict CPA targets during a peak time of year,” he explained.
“As a very well known and respected player in the industry, Interflora had traditionally used top-of-the-page organic search results to cover off sales on brand search terms. It emerged that competitors were encroaching on some of this volume through paid ads so a strategic shift was made to bid on brand during the Christmas 2018 campaign.
Kleij went on: “Interflora extended us some leniency on CPA targets for Non-Brand, allowing us to push for a more prominent position in the SERPs over the vital Christmas Period, and this helped drive a sizeable uplift in generic order volume.
“Interflora’s proactivity, flexibility, and brilliant strategic contributions allowed for a robust collaboration that saw us dominate the ad auctions.
“With a newly-implemented Shopping campaign set up, we blew last year’s Christmas performance out of the water – netting a dramatic YoY uplift in order volume.”
Kleij and his team will have to wait until Wednesday, May 22, for the winners to be announced at an international awards ceremony at the Waldorf Cavalieri in Rome.
Fingers crossed guys!
Max Brockbank is Head of SEO at The Media Image. He previously served as Global Director SEO at Hilton Worldwide and Senior Client Success Manager at SearchMetrics. As a journalist, Max worked as a reporter and editor with regional and national newspapers including the FT and the Sun, and on global publications such as TIME Magazine.