Logan’s Logs case study
Logan’s Logs™ is a Cornish family owned business trading from their Wadebridge premises. They supply the finest Cornish Firewood Logs, being one of the largest firewood producers in Cornwall.
Logan’s Logs has been our client for many years. We’ve been focusing on building traffic to their site and increasing online conversions for a select number of products. We are combining efforts across the Google display Network along with Social Media platforms.
Key digital marketing services provided by HookedOnMedia…
Social Media Advertising Campaigns
Google Advertising Campaign
The results
CAMPAIGN GROWTH:
4M+
Retargeting Impressions
35%
Increase in new users
250%
increase in Average Session Duration
Intent
Although HookedOnMedia plan ahead for successful campaign efficacy, we dynamically monitor our client’s competitors to increase campaign wins.
Drive users to landing page via keyword search term.
Keep above online competitors.
Increase visibility across all networks.
Retarget users.
The challenge
Logan’s Logs require performance in a crowded market where seasonality, price and speed of delivery are key customer drivers.
Being present to all users is key in an industry where there is a high bounce rate and basket abandonment. Users going through the multiple step purchase process can often get lost during the research stage, therefore we have been working to be visible as much as possible during this process. The main intent for the campaign is to drive online sales and each month refine the campaign to ensure we are reaching as best return on investment as possible for the client.
The solution
Online promotion via:
Google display network. Capturing audience who left without converting.
Retargeting users with bespoke item specific adverts depending on search term.
Engaging social media audience with traffic ads to boost engagement and sales.
Narrowing the Cost Per Click to 0.57p, higher return on acquisition.
Insights
When starting work on the campaign we took time to understand the business, the target audience and the core marketing objectives. We then devised a strategy across paid search and paid social. Logan’s Logs also has traditional marketing campaigns running so our objective was to complement these with synchronised creatives, so that any print advertising also matched digital ad images. Thus we became the digital marketing department for the business dovetailing with in-house teams for unified marketing across offline and online channels.
A key component of the digital planning was seasonality, due to the buying cycle of firewood all campaigns needed to ensure strong visibility during high purchase months, and then switch focus to products that would sell off season. Our campaigns we’re then built around this seasonality cycle.
We’ve consistently seen strong visibility for the brand and through close communication with Logan’s Logs ensured sales volume objectives are met.
Louisa Shaw
Digital Account Manager
PRIMARY CONTACT
Lee Jackson
Business Development Manager
PRIMARY CONTACT