AD integrated marketing campaign
A.D. is one of the UK’s leading specialists in branded solutions. They work with businesses that want to make an impact with sustainably sourced branded products, including branded clothing, promotional merchandise, corporate gifts and bespoke marketing solutions.
One area of specialism is sports merchandise, specifically branded sports products for events, including decorations, confectionery toys, gifts, drinkware and clothing.
To raise the brand’s profile as a destination for businesses looking to buy football-related merchandise for The Euros, we created an integrated campaign comprising of organic social media, paid social media and content marketing to:
- Increase brand awareness and maximise reach
- Boost engagement
- Drive traffic to the website
Creating SEO-boosting content
Working with senior sales and engagement teams at A.D. we have created several pieces of sports-related content that promoted top-rated, popular products for specific sports, including football, rugby and golf.
We also created content to expand on certain tournaments to improve internal linking and aid product discovery. In this instance, we created a Euro 2024 blog that focused on promoting the most popular product lines favoured by clients, including sports clubs, event teams, hospitality, and retail customers.
Maximising reach through paid social
To increase brand awareness and maximise reach we used video content to promote key messaging and products, including on-feed boosting to engaged audiences and off-feed advertising to target relevant audiences and those who had previously engaged with past campaigns.
As A.D. is a B2B brand, specifically selling directly to businesses looking for branded merchandise, LinkedIn is their dominant social channel. However, we wanted to broaden reach by attracting prospective customers in channels where they were likely to be spending downtime and engaging with football-related content. So we selected Instagram as the primary channel for promotion, with a small percentage of spend attributed to Facebook and LinkedIn that was specifically used to promote a competition that was designed to boost on-feed engagement.
Giving audiences a reason to engage and stay connected
Once we had captured the attention of prospective customers, we wanted to give new visitors and existing followers a reason to engage with relevant, organic content.
We created a series of grid and story posts that included football trivia quizzes, spot-the-ball contests, spot-the-difference and guest-the-player games, as well as a giveaway for one lucky company to win a Euros 2024 office party where winners would receive football-themed goodies.
We also interspersed the feed with other channel content promoting A.D. as a leading provider of promotional merchandise to ensure new audience members understood A.D.'s core proposition.
Scoring a winning campaign
The Euro campaign was a small-budget social media campaign that delivered impressive results.
The hero video promoted on Instagram performed incredibly well. Over a three-week period and for a conservative spend of £450 our campaign delivered…
➔ We REACHED 382K people
➔ The video was VIEWED 472K times
➔ With OVER 20K from video REPLAYS
Combined results
In addition to this, we applied a small budget to organic content on LinkedIn and Facebook to drive traffic back into our Instagram channel and continue engagement.
The combined organic and paid activity resulted in:
➔ Overall REACH - 404,047
➔ Total ENGAGEMENTS - 315,838
➔ Avg. ENG RATE - 77%
➔ Uplift in content SHARES - +1970%
➔ Follower uplift on across FACEBOOK, LINKEDIN & INSTAGRAM - 12%
Want to maximise brand awareness and channel engagement with an integrated campaign? Contact us for a free consultation to see how we can help you.
Our tried and tested approach ensures that our clients connect with the right audience.
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