Successful digital marketing campaign for Piaggio Group UK
uplift in traffic across all channels
Google rankings in top 10
Clicks via digital advertising campaigns
Digital Marketing Campaign Results
Results for our latest digital campaign for Piaggio UK are in and the performance has been exceptional. In just 2 months the campaign generated:
- 765% uplift in traffic to the national dealer locator site across all channels
- 60% increase in organic traffic
- 13 Google rankings in top 3
- 57 Google rankings in top 10
- 25,000 clicks to the destination site from AdWords campaigns
- 10,000 link clicks to site from Facebook Advertising
- 13,000 Find a retailer event clicks
So what was it all about and how did we leverage digital marketing to tap into the target audience mindset?
With motorcycle and scooter purchases declining within the UK market, the challenge for our client, Piaggio Group UK, was first and foremost to raise awareness around newly launched finance offer packages across Vespa, Moto Guzzi, Aprilia and Piaggio to make purchases more affordable.
Working alongside Piaggio we audited the tools we had at our disposal to identify a key campaign destination and agreed to focus efforts on driving quality traffic to generate leads.
We wanted to ensure that we produced a visually striking creative campaign concept that users could successfully engage with whilst delivering results from SEO, AdWords and Facebook advertising.
Our Digital Campaign Solution
Using multiple platforms, the campaign was cohesively brought together through our creative concept, ‘Like it? Own it!’ and featured a tactical SEO programme with full on page optimisation and technical SEO compliance, along with a dedicated AdWords campaign.
For Facebook we designed an innovative multi-media carousel format with engaging and immersive video content. The campaign creative was adapted to suit each brand within the Piaggio portfolio range which helped to create a buzz around the core special offers messages. To ensure targeted reach, we applied relevant filters to segment our audiences through demographics, interests and behaviours.
With insights from an initial SEO research and discovery phase – the national dealer locator was updated with new brand focussed pages and the newly created offers content; all executed under the same campaign umbrella with keyword research informing and governing site structure and content development. Event tracking with also implemented to ensure we could report on local retailer search enquiries.
Another key consideration was ensuring we provided a legally compliant solution with bespoke special offers functionality to ensure representative data was displayed in a user-friendly way and within click access of the key promotional messaging.
Finally, we designed and supplied campaign assets for the official retailers to upload to their websites to create local awareness across the dealer network of the national campaign and maximise enquiries and sales opportunities.
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