HOW metro and regional TV with DIGITAL INTEGRATION DROVE SALES FOR AN AUSTRALIAN INCONTINENCE LEADER's ecommerce site
Client Overview
Conni, a leader in incontinence products in Australia, has built a reputation for quality and reliability, serving customers who value both discretion and effectiveness in personal care products. While Conni initially enjoyed strong results from its Google Advertising campaigns, inefficiencies began to emerge, signalling a need to explore a broader, more holistic approach to reach a wider audience and improve brand recognition.
Challenge
As Conni’s digital marketing efforts evolved, they encountered:
- Increasing Inefficiencies in Google Advertising: Rising costs and diminishing returns from Google Ads limited their reach and threatened to affect profitability.
- Need for Brand Visibility Beyond Digital Channels: Conni aimed to increase brand visibility and trust, reaching a broader audience and strengthening their presence across Australia.
To address these challenges, Conni partnered with Search & Internet Marketing, an Adelaide-based marketing agency, to implement a strategic, multi-channel TV campaign across Australia designed to reach more customers, elevate brand recognition, and streamline digital marketing efforts.
Solution
Search & Internet Marketing developed an integrated marketing strategy combining traditional TV advertising with digital TV channels, expanding Conni’s reach across regional Australia and major cities. This approach was rooted in leveraging multiple channels to create a cohesive brand experience, increase visibility, and enhance both online and offline recognition.
1. TV Commercial Production and Media Buying
- TV Campaign Development: Search & Internet Marketing produced high-quality TV commercials that communicated Conni’s unique value in providing effective, discreet incontinence products. The commercials focused on both educational and emotional aspects, building a relatable and trustworthy brand image.
- Strategic Media Buying: The agency strategically purchased airtime across regional Australia and all major cities, allowing Conni to reach audiences who may not have encountered their brand online. This expanded reach helped Conni connect with a diverse demographic, reinforcing brand visibility and trust nationwide.
2. Synergy Between TV Advertising and Google Ads
- Enhanced Brand Recognition in Search:
By running TV ads in conjunction with Google Ads, Conni experienced increased brand recall among customers. Viewers who saw the TV ads were more likely to search for Conni online, boosting the effectiveness of Google Ads by driving more qualified traffic. - Boosted SEO and Organic Search: The TV campaign also contributed to SEO, as increased brand searches indicated heightened interest and trust in the brand, reinforcing its relevance in Google’s algorithm and improving organic search rankings.
3. Integrated Campaign for Cross-Channel Impact
- The integrated TV and digital TV approach helped to create a cohesive brand presence across platforms, strengthening Conni’s reputation and increasing customer touch points.
- The campaign not only targeted those searching online but also reached customers during moments when they were more receptive, such as while watching TV, creating a strong, lasting impression.
Results
The strategic TV campaign drove substantial results for Conni:
- Strong Sales Growth: The TV campaign, led to more sales, reflecting the expanded reach and heightened customer interest generated through traditional media.
- Increased Brand Recognition: Conni achieved major brand recognition, with customers now associating the brand positively when encountering Google Ads, resulting in higher click-through rates and improved ad performance.
- Enhanced SEO Performance Organic search rankings were boosted as customers searched for Conni after seeing the TV commercials, demonstrating the complementary impact of TV on online visibility.
Conclusion
Search & Internet Marketing’s integrated media buying successfully elevated Conni’s brand recognition and sales. By combining traditional TV advertising with digital TV strategies, the agency helped Conni reach new audiences, streamline Google Ads efficiency, and reinforce its market position as a trusted incontinence brand across Australia.
This comprehensive approach has not only strengthened Conni’s immediate sales but also positioned the brand for sustained growth and visibility in a competitive market.
