The UK retail industry has created its own Black Friday shopping day followed by the tech offer focused Cyber Monday.
Hewlett Packard aimed to dominate the whole Black Friday and Cyber Monday in the U.K and make it their largest online shopping period of the year. We wanted to persuade more consumers to shop online and make Hewlett Packard the PC brand in a market where manufacturers like Asus and Lenovo have difficulty cutting through against the "iPad" and "Android" terms that dominate, and in so doing build Hewlett Packard's reputation for great quality service and as a top PC retailer.
It was important to get an early start to those looking for offers for Christmas gifts, so the timing of the Black Friday offers in store and advertised through media was extremely important in the path to purchase process. With the success of Cyber Monday last year, we wanted to reach consumers before this period (Black Friday) and sustain the activity further with Cyber Monday offers.
We also saw a peak in search interest the week after Cyber Monday and therefore continued with heavy PPC activity throughout this period known also known as Green/Manic Monday.
We created an integrated media strategy in order to own the day. As part of this, a monumental PPC marketing campaign was devised to enhance Hewlett Packard's online presence:
1)Build early awareness among bargain hunters in general and those specifically in the market for electronics in the run-up to Christmas.
2)Dominate ad position 1 with constant visibility over the period.
3)Use timely, specific ad copy to drive awareness, understanding and conversion.
4)Create a clear sense of understanding of the limited nature of the offers.
Hewlett Packard dominated Black Friday in the UK achieving 51% of total store revenue.
Hewlett Packard obtained the second highest share of voice of any online retailer for the generic term Cyber Monday and was the top PC manufacturer in Cyber Monday, fulfilling the aim of domination. Cyber Monday was the largest online shopping day of the year for Hewlett Packard:
- 241% rise in conversion rate compared to the average Monday
- 304% rise in clicks to the Hewlett Packard Store,
- 1796% rise in orders
- 1835% rise in revenue year on year
- 64% rise in ROI
We persuaded more consumers to shop online for those larger value products through a full PPC media campaign covering all the terms relating to the Black Friday - Cyber Monday - Green Monday phenomena and make Hewlett Packard the PC brand.
Performics drove more than 50% of revenue to the whole store through PPC during this period.