MacCormack Media started working with UK parcel delivery business Hermes in 2011, when we were approached to provide a business-to-business solution for their corporate advertising activities. Our scope of work subsequently broadened, to cover all aspects of their consumer and small business advertising.
In 2015, myHermes approached MacCormack Media, with a view to us taking over the media planning and buying of their digital activity. We gladly accepted the challenge, and started managing the digital display activity in May 2015.
myHermes had two key objectives for the campaign; the first was to drive up parcel bookings and the second was to increase the revenue generated by these parcel bookings.
Historically, the bulk of myHermes’ digital display activity had been through direct buys on selected websites.
Based on our experience of using programmatic platforms, we knew that taking this new approach would improve myHermes’ ROI considerably. We looked at all the KPIs and narrowed our selection down to three key platforms.
We pitched our requirements to each media owner, and made our selection, based on their responses to our set KPIs, rather than theirs!
The greatest challenge for this campaign was targeting. It was so broad, indeed, the target audience was simply anyone in the UK who would be sending a parcel during the key months.
We identified that the digital campaign had not benefited from the optimum level of targeting previously. As a result, we partnered with intelligent, programmatic networks which allowed us greater levels of targeting and insights into myHermes online customers.
Through the use of look-a-like modelling, we were able to prospect intelligently to drive new users to site.
Using our media planning expertise, we were able to optimise the campaign to ensure that parcel bookings and revenue were maximised.
Having identified that programmatic would drive better KPIs than their previous online activity, and using the insights gained from our detailed reporting, we were able to dramatically increase revenue, with no increase in overall media investment.
During the peak period – October – December 2015 – total revenue increased year on year by over 400%.
During the first year of activity total number of conversions increased by a staggering 3,520%.
Following this success, we used insights gained to further optimise the campaign and increased the revenue by a further 42% in 2016. This is despite a 52% drop in total conversions compared to the previous year, showing that MacCormack Media delivered customers who were spending more on each order.
ROI also improved, growing from 716% in 2014 to 3,269% in 2016.
Overall, in the 2 years from 2014, conversions increased by 1,700% and revenue by 635%.
“Over the last 2 years MacCormack Media have worked with us to reach our online consumer audience. Since taking over our account, our campaigns have seen a positive boost and this was mainly due to their willingness to try something new, their innovative ideas and knowledge about different platforms.
They continue to provide us with knowledge about the audience we are targeting, in-depth insights into how our online advertising is working and suggestions on how to improve our performance.
They provided valued service and I certainly see them as an extended part of our marketing team.”
Gabrielle Gregoire, Digital Marketing Manager, myHermes