CASE STUDY: Watchfinder Targeted TV Advertising Campaign

Provided by Guerillascope
Guerillascope was chosen by Watchfinder to manage the planning and buying of its targeted TV advertising activity in July 2016.

What was the Challenge / Background of the Campaign?

Guerillascope was chosen by Watchfinder - the UK's leading online retailer of pre-owned luxury watches and one of Britain's 100 fastest-growing companies in terms of profit - to manage the planning and buying of its targeted TV advertising activity in July 2016.

What was the Campaign Objective?

Reduce Cost Per Lead via an analytical and targeted approach. Increase brand awareness to their target demographic - ABC1 Men. Expand the brand's presence across Europe.

What was the Solution?

Using data to continually refine the strategy, we reduced the risk to Watchfinder's investment. This approach allowed us to optimise activity around better performing aspects of the campaign, and therefore deliver a higher ROI. After multiple optimisations - including the addition of a shorter time length to the media plan - we successfully reduced the Cost Per Response by 30%. Breaking this down further, the brand's TV activity generated a 21% uplift in web traffic, and a 67% increase in enquiries.

What were the Results?

After pitching the importance of diversifying the strategy, we negotiated a fantastic last-minute sponsorship deal with ITV. This allowed Watchfinder to capitalise on the sponsorship of the Tour De France on ITV4, resulting in the brand's best ever month for web visits. Then, in 2018, the company's growth led to its acquisition by Richemont, owners of Cartier and Dunhill. In 2019 we executed a strategy to expand the brand's presence into France, Germany and Ireland. Plans are now being put in place to build on this in 2020.

What were the Key Learnings of this Campaign?

"Tasked with lowering Watchfinder's Cost Per Lead whilst generating a significant uplift in enquiries, Guerillascope's flexible approach and constant optimisation of campaign activity has yielded results that delivered above the targets set. Looking ahead to the future with Guerillascope as a trusted partner, I'm confident in their ability to drive long-term growth for my business." - Stuart Hennell, MD & Co-founder

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kABC1 Men
25 - 34
35 - 44
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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