Inside the industry and inside the agency
As wagamama’s global digital agency, Wickedweb collaborated on the launch of the ‘art and eat’ campaign - an innovative platform to engage wagamama customers with the UK’s up and coming art and design talent.
wagamama were looking to roll out a national marketing and PR campaign that would achieve a number of key objectives. At the core, wagamama’s underlying objective was to engage, excite and provide an experience for customers – whilst re-inforcing wagamama as a 'cool’ lifestyle brand among its target markets.
In addition to creating regional brand awareness and building product awareness, robust marketing objectives are in place. The campaign needed to drive awareness, excite its audience and encourage participation.
Wickedweb focused on achieving these KPI’s by putting brand engagement at the heart of our digital strategy. Our strategy around the campaign’s digital execution worked to extend the in-store experiential element by driving diners online to join the ‘art and eat’ debate. This interactive platform supported brand engagement by providing a focus for dining conversation, and looked to prompt subsequent action from them by way of competition entries and re-tweets.
Our strategy was honed by an appreciation of wagamama’s key target audiences, as this ensured we could recommend solutions for engagement across a range of diners.
Ten national wagamama locations were chosen and one regional ’up and coming’ artist was selected per restaurant to feature their work. Wagamama worked closely with the prolific Moniker projects to source the artists.
Wickedweb worked hard to unite the campaign messaging with digital technology, in order to evolve traditional marketing methods into an integrated 360 communications mix – positioning digital at the heart. Early results indicate our carefully considered strategy engaged the target audience and demonstrated real cut through. Wickedweb feel the work showcased is innovative and engaging, supporting the key KPI’s. The wagamama brand has been elevated as a result, and the digital strategy seeks to rejuvenate an offline campaign into the digital sphere to maximise the longevity and awareness of the campaign / brand.
Wickedweb is delighted to announce wagamama’s recent appointment as their full service digital marketing agency. Appointed after an 8-month competitive procurement process which saw 10 agencies shortlisted to 3 for the pitch presentation, Wickedweb is excited to say that work is already underway on the strategy to better engage the target audience online.
wagamama is an award winning Japanese inspired global restaurant chain, targeting a wide range of audiences. The brand is in a strong position in the pan-Asian cuisine market, which is expected to demonstrate recovery and growth in 2012 / 2013, meaning our plans for the future will engage users just as restaurant dining expenditure returns. Our ideas are innovative and ambitious, whilst looking to capture the brand’s Japanese influence and minimalist style, so that wagamama is positioned as the industry benchmark.
Stuart Wells, Managing Director at Wickedweb comments:
“We are absolutely thrilled to be working with the wagamama brand and team on their digital marketing. It’s an account we really wanted to win, as the business and relationship values strongly mirrored our own, which we know leads to the best results. We have some really ground breaking ideas that will help bring all the wagamama digital channels together, and in turn position the brand as one at the forefront of digital within their industry sector”.
Brand engagement is everything to wagamama which resonates perfectly with us – as an agency it is at the heart of everything we do and we look forward to enhancing the digital landscape for this fantastic brand.
Ingrid Williamson – Director of Marketing at wagamama comments:
“Finding the right agency can be a challenge. You want to work with people who understand your Brand and simply ‘get it’. Wickedweb got it right from the start. We are thrilled to have appointed Wickedweb and look forward to some very exciting times ahead”.
Wickedweb are well placed to deliver an effective digital solution. We are drawing on robust experience in the food and drink industry with clients such as Ella’s Kitchen, and in addition can utilise our online brand engagement strategies as showcased by clients such as Gear4, Cosmetics a la Carte and The Lifehouse. This is an exciting relationship and we look forward to engaging the wagamama audience and delivering a real brand experie
Smart Insights have just published an interesting article for multi-channel marketers. The results of the research suggest that online advertising campaigns are enhanced when the email marketing channel is added.
Read full article here
Wickedweb are the lead digital marketing agency for The Lifehouse spa, and we have had an exciting time working on their website launch and full technical systems integration.
The Lifehouse case study focuses on an interesting challenge: the marriage of brand positioning, technical consultancy and creative execution. There were a range of objectives that needed to be considered as part of the brief spanning functional, business and creative requirements. The solution executed by Wickedweb weaves these together. In addition, The Lifehouse spa was not visible online. At the start of our work there were no keyword listings and little brand awareness beyond their name. Therefore, an SEO strategy was implemented to turn this around.
This has been a successful case study and the results showcase the impact of the website and the SEO strategy. Want to find out more? Read on to discover how we did it…
Stacey Hedges, Marketing Manager at Lifehouse comments:
"Wickedweb have provided us with invaluable support, guidance and creatively in launching the website. The team have been a true extension to the marketing department and play an integral role in the development and evolvement of the site. It’s been an absolute pleasure to work with them and we look forward to continue to drive traffic to the site and future developments"
Wickedweb are excited to share the details of a website we have recently launched for Cosmetics à la Carte, a complex eCommerce solution delivered on the award-winning WickedwebCMS.
Cosmetics à la Carte are a premium, multinational brand and have enjoyed customers such as the late Elizabeth Taylor and Princess Diana to Blondie, Kylie, Kate Moss and Lady Gaga. Conceived in 1973, Cosmetics à la Carte pioneered the concept of 'made to measure' make up, and have been pushing the boundaries ever since for innovation. With the desire to overhaul their image and launch the brand online, Cosmetics à la Carte approached Wickedweb for an exceptionally stylised e-commerce solution.
Our brief was quite simple - to create the most interactive and personalised experience possible for a cosmetic brand online, and to replicate the 'human' element usually experienced in the stores. Wickedweb were tasked with elevating the existing Cosmetics à la Carte brand, and rolling this out across the website.
In terms of reporting, it is early days. However, Google Analytics already shows conversion to be anything between 2.9% and 5.9% which is well above average.
Goal conversions are strong at 6%, indicating that key junctures of the user journey are robust and intuitive.
The email campaign that followed the launch of the site is extremely encouraging, with click through rates at 30%. We look forward to building on this as we work further with Cosmetics à la Carte’s e-marketing strategy going forward.
We work with a lot of our clients on a regular basis on their email marketing campaigns and have even won an award for our efforts!
Sending regular html emails is a great way to engage your customers, build your brand and to really drive sales. Wickedweb work with a number of household brands on their email marketing strategy campaigns such as NSPCC, Concern Worldwide, Nectar and Ella's Kitchen.
Here are a few tips to what we consider are key considerations to any Email Marketing Campaign:
- On brand - Like anything you produce, it is important that the Email design is on brand.
- Personalised - If you have your customers' information then use it to personalise the email. Sending regular email communications is about building a relationship so it's good to get personal.
- Good subject - A good subject line to your message is very important if you want people to open it and read it.
- Clear call to actions - If your email has a clear message there needs to be a strong call to action so that the person viewing it can easily take the next step, be it to make a donation, buy a product or just to find out more.
- Specific message areas - Good structure as well as good design will make your email more readable and effective.
- Tailored content - If you have more information of customers on your mailing list then you can send them emails tailored to their interests.
- Cross promotional - Use your email message to help cross-sell other products or services or have gentle reminders encouraging your customers to get involved with your social media activity such as Facebook and Twitter.
- Reporting - It's really important that you can see the effectiveness of your campaign. We produce a report after each broadcast so you can see your ROI.
If you're thinkng of building on your customer relations then give us a call!
Concern Worldwide, an international organisation dedicated to reducing suffering and working towards the elimination of extreme poverty, has appointed Wickedweb to design and build a new suite of email marketing templates. The improved communications with donors will keep them up to date with monthly news, raise awareness of various appeals, and request urgent aid in the event of an humanitarian disaster.
In addition to the emails, Wickedweb have also been awarded the contract to create a flash ecard for the charity which will be sent to supporters to thank them for allowing Concern Worldwide to continue its work in 28 countries around the world. The flash ecard features an animated, spinning globe, which recipients can hover over, to find out more about Concern Worldwide's work in several territories. Also featured is a 'send to a friend' facility which encourages users to share news of Concern Worldwide's programmes, and will hopefully stimulate additional supporters and new donations.
The New Media Fundraising Executive at Concern Worldwide said "Out of the many agencies considered, Wickedweb had by far the most interesting portfolio, detailing a wide range of high quality projects across many different areas of online marketing. Wickedweb's refreshing enthusiasm to deliver creative within strict budgets and timeframes, as well as their strong communication throughout all aspects of production, results in the type of relationship most clients only dream of."
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