Menkind’s Christmas season is critical to the strategy for delivering overall revenue growth year on year. As such we were tasked with planning ahead for this period to maximise the opportunities.

From a PPC perspective we created new Pmax asset groups with all new creative and targeting to help boost new product categories e.g., Christmas Jumpers prior to the season launching. We also ensured all asset groups and search ads were rated no lower than ‘excellent’, including all required assets in ads e.g., images, videos etc. To grow store visits we ran highly targeted  ‘Click & Collect’ campaigns, to help drive footfall and sales to online to offline. New attribution was implemented and bespoke bidding strategies based on the various PLP’s and products. We then worked with Google to understand and predict seasonal peaks and its duration to create dynamic budgeting alongside the client. Finally key black Friday and Cyber Monday events were planned and executed. 

In the lead up to the Christmas period our SEO strategy included targeting some key PLP categories, ensuring they were optimised with fresh new content. An in-depth internal linking review and strategy was implemented throughout the website to help with Google and Bing organic performance.