Category Archives: Content Marketing

digital marketing campaigns

Top 10 Creative Marketing Campaigns during Covid-19

With everyone staying at home and life at a standstill due to Covid-19, spending priorities changed. Companies could have sat back and not spent a cent of their digital marketing budget but a few key players did the exact opposite. These brands kept their customers interested and engaged through creative campaigns while others placed an emphasis on supporting charities or healthcare workers.

Now that restrictions are easing and we prepare for the new ‘normal’, these companies will be remembered for their ingenious digital marketing campaigns that brought some joy into our lives when the whole World was at a standstill.

Here are Evolution Digital’s top 10 creative Digital Marketing campaigns during Covid-19…

 

1.McDonalds

mcdonalds digital marketing

With all McDonald’s across Ireland and the UK closed from March 23rd people were beginning to crave their favourite takeaway. McDonald’s released their sausage and egg McMuffin recipe on April 6th to the delight of fans. Although this seems counterintuitive as it provides a replacement for McDonald’s at home – McDonald’s know that no home recipe will compete with their taste and so it actually creates a greater buzz for when they re-add their breakfast option. Ba Da Ba Ba Ba… I’m craving it!

 

2.Guinness

Even though St. Patrick’s Day was cancelled, it is no surprise that Guinness didn’t stay quiet. Their social media pages put out a video message that was heartfelt and inspirational when the World needed it most! This video focused on the past – Guinness’ legacy, the present – Covid 19 and the future. Looking forward to what is to come and really made us all proud to be Irish!

 

3. Nike

nike digital marketing

Nike masterfully struck a balance between creating a new campaign and highlighting its purpose through inspiring people through the power of sport. Their ‘Play for the World’ campaign highlighted how we must all do our bit and ‘play inside’.

 

4. L’Oreal Paris


With hairdressers closed and roots beginning to show, L’Oreal Paris enlisted the help of their brand ambassador Eva Longoria who made a homemade video using their Excellence Crème hair dye. This campaign was effective as often we can be skeptical if celebrities in ads for home dye kits really use the product or not! This was living-proof that indeed they do, increasing trust in L’Oreal Paris and inspiring others to cover up their greys – if its good enough for Eva then its good enough for us!

 

5. Three


Three Mobile launched its latest campaign to highlight its removal of usage limits on all you can eat data! This message combined with the innocent Facetime dialogue between a grandson and grandfather which is all too real for people during this current time really hit the nail on the head between being informative and striking a chord with customers.

 

6. YouTube


During lockdown, who wasn’t watching some type of ‘how-to’ video or “at-home” workout? Well, YouTube decided to remind us of the importance of staying home to save lives and how this time can be spent on their platform doing things you didn’t have time for before! Using the hashtags #StayHome #WithMe. Smart right?!

 

7. Dove


Dove is well known for its campaigns focused on beauty. Their recent campaign entitled ‘Courage is Beautiful’ featured front-line staff showing the marks PPE equipment was leaving on their faces. A truly poignant digital campaign. Dove also donated to Direct Relief and established themselves as a brand concerned with more than just traditional beauty.

 

8. Tik Tok

With extra time on our hands, many of us turned to Tik Tok in an attempt to pass the time and maybe even become a viral sensation!

Tik Tok released their ‘A little brighter inside’ campaign to signify the power the app has to make you feel better during these difficult times. This idea of escapism was exactly what we needed when things were tough in the real world.

 

9. Tourism Ireland

This stunning campaign entitled ‘I will return’ captures some of Ireland’s treasures and focuses on the future and the day that visitors can ‘return into her arms.’ The perfect inspiration for an Irish holiday.

 

10. Cadbury

Cadbury’s Covid-19 campaign focused on the positive spirit that endured during the pandemic. Entitled ‘This doesn’t need to end’ it focuses on all the positives we can take from our time in lockdown and the kindness we showed one another. Celebrating the many acts of kindness that happened during the pandemic resonates with Cadbury’s revitalised brand message, which focuses on this sentiment. Finishing with ‘There’s a glass and a half in everyone’ beautifully sums up the kindness seen during this pandemic.

 

Digital Marketing with Evolution Digital

If you are looking to kickstart your digital marketing again in the second half of 2020, make sure to contact our team at Evolution Digital. Our team of creative marketers would be happy to discuss where we can take your company using varying digital marketing channels. Get in touch with us now on 01 288 5118 or email info@evolutiondigital.ie.

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Social media strategy is more than just posting

It’s normal for a business owner to set up their company on different social media platforms such as Facebook, Twitter Instagram and LinkedIn. But after you set up, then what? You post an inspirational quote here and there, a random photo of your coffee and caption it “on my way to work” or share a funny video and hopefully, people will react the same way as you did. However,
it’s 2018, and your business needs to have a social media strategy to get your business out there!

What is your objective?

What do you want to happen to your business with social media? Do you want to increase sales? Drive traffic to your website? Increase brand awareness and let people know about your service or products? Whatever it is, you need to think in advance and have a goal.

Focus on what matters

People have this mindset that the more social media platform they are, the better, but sometimes that’s not the case. You have to consider that your target audience may not be active on Twitter or Instagram etc. Remember, time is precious so focus your time and resources on specific online platforms where you are definitely will find your target audience, this is where you need to do your homework and research where your audience hangs out? Where are they primarily active? Facebook, LinkedIn, Instagram etc.? What time do they engage with your posts? Morning, after lunch or night time etc.? You’ll then be able to decide where and when to invest your time.

Research

Sometimes having competitors can be annoying because your target audience is being divided, however, when it comes to researching your social media strategy, this is where they come in handy. You can learn from a direct competitor or a group with similar objectives as your business to help with your business strategy. Observe what they are doing and what’s working for them. You’ll be surprised at how much you can take in from your competitors because this will help you save time in having to test everything yourself. Remember, the key is to do something similar but do it better! Be creative and get your business noticed!

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Quality over quantity

Always consider what you are posting. If you are posting random photos, links etc. for the same posting then people will not take you seriously. You want to display content that is relevant to your business. Material that will bring people to your website.

Calendar

As we’ve mentioned before, time is precious in any business which is why we suggest you schedule your posts in advance to save time. A social media schedule can sometimes be challenging to commit yourself to entirely, but it is time efficient, and it allows you to publish when your audience is most likely to engage. Always think in advance, consider what will happen in the future and schedule that in. There are many useful social media management tools out there where it allows you to schedule all of your posts on different platforms, and our favourite is HootSuite. Some are free, others are not, but this is where you need to decide on what works best for your company.

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Room to improve

You will never have a perfect social media strategy because social media is continuously changing. You need to sit down maybe once a month and keep track of the numbers if your plan is working or not. Go back to your objectives, if it was to increase sales or traffic. Have you seen much difference, go back to the source and see where it came from, whether it’s on Facebook, Twitter, LinkedIn etc. Remember, you can’t report success if you don’t know what’s happening.

Our main point is that a social media strategy is more than just posting something for the sake of a new post. It requires time, creativity and work. Take it step by step, and you’ll slowly but gradually find the strategy that will work for your business. If you have any questions about social media strategy, Evolution Digital can help. Be sure to get in touch with us on 01 288 5118 or drop us an email on info@evolutiondigital.ie and we can have a chat!

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Conversion Rate Optimisation

How Conversion Rate Optimisation can help your business.

What is Conversion Rate Optimisation?

Conversion Rate Optimisation (CRO) is about making sure you are directing the visitors on your website towards the action that you want them to complete. This could be anything from purchasing a product, completing a contact form or signing up for a newsletter online.  In other words, you want to convert online visitors into customers to increase your sales by giving them a positive experience on your website. The process of CRO will provide you with a better understanding of how visitors make their way around your site, what actions they take and what’s preventing them from completing your goals.

How does Conversion Rate Optimisation work?

As a business, you must understand that your current customers are your best customers. It’s much easier to maintain a loyal customer relationship than to make a new one; this also goes for your website; your best pages will continue being your best pages. With a good CRO strategy plan, your best-performing pages can even be better than before. Instead of focusing on the average pages or spending time and energy creating a new page that may or may not perform well, you can put more effort to the top pages that will give you substantial results.

CRO Research.

You need to have a good idea of your current website analytics. How many people visit your website? What are the most and least visited pages? What channel are your visitors coming from (organic, direct, social, etc.)? You can use tools such as Google Analytics to help you find answers to these questions. Researching who your potential clients are is very important, where they are from and what they do for a living, this will give you a better idea of how to sell your products or service to them.

Experimentation.

The basic strategy plan for conversion rate optimisation is experimentation. Start with a hypothesis and test parts of your website to see how the change affects the number of conversions you get per visit. For example, “if we move the ‘contact us’ form at the top of the landing page instead of being at the very bottom, we’ll increase conversions.”

Results.

After testing, review your results and use analytics to determine if the outcome was significant or not. If the results were positive and saw a dramatic increase of conversion, i.e., more people had filled up the ‘contact us’ form because it was moved to the top of the landing page instead of being at the bottom.  Take note of the change and apply it on to other parts of your website to enhance the page’s performance.

One of the world’s biggest online retailer Amazon revamped their website design so many times over the years before finding the right method for them. Until you find the correct CRO strategy that works for your online business, it will be a constant trial and error, so don’t worry if you don’t see the results you were hoping for overnight.

The importance of Conversion Rate Optimisation.

  1. Increase revenue: CRO identifies the different opportunities for you to boost your revenue and conversions.
  2. Increase customers: CRO focuses on the needs of the right customers for your website. You can also understand the objectives of your visitors on why they are visiting your site.
  3. Competitors: The more visitors you convert to customers means you are doing better than your competitors. It also says that your website traffic is increasing and your social media activity is improving.

How can Evolution Digital help?

You have to remember CRO is not about increasing the numbers of visitors to your website but converting them into customers. With time and the correct actions, a good CRO plan can increase sales, generate business and help build a loyal consumer for your company. If you have any questions about Conversion Rate Optimisation, Evolution Digital can help. Be sure to get in touch with us, and we can have a chat!

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Video for Content Marketing Strategy

Enhance Your Content Marketing Strategy With Video

In recent years, the landscape of content marketing has evolved visually. For a company’s website to stay relevant they must adapt their Content Marketing Strategy in accordance with new trends and studies.

According to Google, video content has been growing significantly over the last number of years and by 2019, “80% of global online traffic will be video content”(1). Video has become a staple in our everyday lives and there is over 6 million hours of content viewed on YouTube every month.

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The Importance of an effective Landing page

A landing page is a single web page that appears in response to clicking on a search result or an online advertisement. Many companies don’t know the power of specific landing pages. Customised pages are essential in order to maximise conversion of leads. Let us now delve deeper into the important role these pages play in digital marketing campaigns.

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How To Do Link Building For Your Website

Nowadays, link building is more an art than a technique. For this reason, it is one the most challenging part of an SEO strategy for many businesses. Any link building strategy requires an SEO skillset, content strategy, creativity, sales knowledge and time. Sooner or later, you will need to put a link building strategy in place if you want your business’ website to reach a higher organic presence and, consequently, get more organic traffic. The digital world is constantly evolving and you will either keep up with or fall behind your competitors. Here is a practical guide on how to do link building for your website.

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