Online ad success prompts next campaign
The Carpet Foundation is set to undertake a further three-week burst of online advertising after their first campaign proved successful.
The campaign, which will recommence on May 9, will seek to build on the impressive start in March that saw consumer visits to the ‘find a retailer’ page on the CF website up 54.64% compared to the same period last year.
Google analytics from the CF site also showed that the average time spent on a page was up 88.85% year-on-year while unique page views were up 21.30%.
As before, four home interest magazine websites will be used - homesandgardens.com; livingetc.com; idealhome.com and realhomes.com - and similarly all four creative executions will be used with the call to action to ‘buy from one of our experts’ and direct consumers to the Carpet Foundation website.
Commenting on the campaign, Carpet Foundation chief Executive Andrew Stanbridge said: “Online advertising is very cost-effective and highly quantifiable. March was a very positive start with the click through rates (CTR’s) in all formats equalling or exceeding the industry average. All titles appeared to work although what was particularly encouraging was the fact that the best performing titles were homesandgardens.com and realhomes.com. who operate at opposite ends of the market which would indicate that the campaign is having ‘broad’ appeal.”
There are four different advertisements, which utilise vibrant and eye- catching imagery and simple yet strong messages. The call to action is to ‘buy from one of our experts’ and directs consumers to the Carpet Foundation website.
The campaign is highly targeted and the advertisements will run on all the news pages of the four sites. In addition, the ads will be placed around keywords like flooring, carpet and design ideas to provide further focus. Using all standard digital formats, the campaign is bolstered by 500,000 ‘Big-Top’ ads which will give the campaign added impetus.
