The EduStore 2018-09-14T13:16:20+00:00

Targeted. Impactful. Meaningful.

INSTANTLY ESTABLISHING
A NEW COMPANY AS A MAJOR
PLAYER IN THEIR MARKET

A blank canvas for us to sink our teeth into.

For students and staff in higher education, theEDUstore is one of the UK’s leading online retailers of the latest products from the world’s best technology brands at great prices that are hard to beat. the EDUstore believe in enriching education with technology, leading the way to build trust and confidence and delivering brilliant experiences that customers will enjoy and share.

Fierce have been working with the brand since their launch in October 2016, managing theEDUstore’s Google Adwords (PPC), Social Media presence and project managing both their digital creatives and marketing collateral.

The Sock Club

London Sock Co. created the Sock Club to offer the ultimate convenience to their members. Socks delivered through every member’s letterbox each month, for the stylish yet busy modern gent.

Sock Club Members are paramount to London Sock Co.’s success, they deserve to be rewarded for their loyalty. We work with the LSC team to ensure all members are treated with the same respect, first-class service and quality that the five stylish, rather elegant and well-to-do Victorian gentleman who inspired the very creation of London Sock Co. were accustom to in 1883.

Sock Club members receive exclusive first-look access to London Sock Co. promotions, latest collections and receive a weekly Style Guide showcasing the latest in menswear trends.

CAMPAIGN STRATEGY

One of our first challenges was to launch theEDUstore’s paid search campaign (PPC) to drive people to the website. As we began to gather data on our consumers, we were able to engage in customer profiling for the brand – helping us understand what the ideal customer is looking for, what matters to them most and the messages that add value to this audience.

With theEDUstore’s close ties with Apple, it’s paramount that we work cohesively with theEDUstore to ensure all communications and creatives are not only in line with the brand’s guidelines but also meet Apple’s stringent regulations.

One of our first challenges was to launch theEDUstore’s paid search campaign (PPC) to drive people to the website. As we began to gather data on our consumers, we were able to engage in customer profiling for the brand – helping us understand what the ideal customer is looking for, what matters to them most and the messages that add value to this audience.

With theEDUstore’s close ties with Apple, it’s paramount that we work cohesively with theEDUstore to ensure all communications and creatives are not only in line with the brand’s guidelines but also meet Apple’s stringent regulations.

PAID SEARCH CAMPAIGN – PPC

As a completely new brand, the set up was from scratch. We began with an audit of theEDUstore’s competitors, and then built the account in an extremely tight structure that was aimed at generating a high ad quality score and campaigns with strong relevancy to its audience – so we could enter the market by storm and compete with huge players in the market, at a low cost-per-click and customer acquisition cost. It was a conversion focussed approach to drive immediate sales for the young brand.

As theEDUstore’s presence grew, our strategies adapted. We expanded the account to cover new Apple product launches and seasonal promotions. We scrutinised each element of the account in detail and performed high levels of analysis to facilitate the strategic use of budget, determine what optimisation techniques we could apply at both macro and micro level and ultimately improve overall performance. The strategic account structure not only helps us run the account on a day to day basis but also allows us to quickly made additions to the account when theEDUstore launches a new product range.

As theEDUstore’s presence grew, our strategies adapted. We expanded the account to cover new Apple product launches and seasonal promotions. We scrutinised each element of the account in detail and performed high levels of analysis to facilitate the strategic use of budget, determine what optimisation techniques we could apply at both macro and micro level and ultimately improve overall performance. The strategic account structure not only helps us run the account on a day to day basis but also allows us to quickly made additions to the account when theEDUstore launches a new product range.

Results so far…

Through precision targeting and campaign planning, our PPC activity has been recognised as the highest performing and highest ROI generating marketing activity for the entire XMA Group with staggering 32:1 ROI on sales versus PPC spend.

Over the past 16 months, our paid strategy has produced some fierce results.

PPC activity resulted in 54% of sales revenue for 2017

October – April 2017 PPC accounted for over £150,000 of sales

Average ROI of £25 for every £1 spent on advertising

Social Media

theEDUstore wanted to expand their reach via organic and paid social media advertising. With a collaboration of both creative content and product-led features and promotions, theEDUstore brand gains substantial and consistent week-on-week engagement and impressions growth.

Our well-targeted approach to social strategy lets us cut through the social media clutter and sophisticated targeting helps theEDUstore’s paid posts reach the right people, in the right locations, and at the right time.

Through the use of like-audiences we also create campaigns to target people similar to theEDUstore’s existing customers – expanding our reach and ensuring these audiences are highly relevant, in turn lowering our cost per acquisition. With precise monitoring and analysis, we can quickly recognise our highest revenue channels and communications which allows us to refine our budgets and get the best results for theEDUstore.

Considerations

When developing our social strategy for theEDUstore, it was fundamental to consider brand experiences. An issue for theEDUstore was online concerns and curiosity over the brand’s legitimacy.

theEDUstore was experiencing online scrutiny over the legitimacy of the website, not because of the website or the messaging but instead because the prices genuinely appeared ‘too good to be true.’

It may sound like a nice problem to have but online scrutiny can be extremely harmful for any eCommerce brand and particularly problematic for theEDUstore whom have a core value to lead the way to build trust and confidence.

By developing a strong social presence with a regular feed of rich content and genuine community interaction, the brand’s legitimacy is not only verified in the consumers mind – but done so organically and with impact, strengthening the brand’s position as one of the UK’s leading online technology retailers delivering a brilliant experience that customers will enjoy and share.