Search marketing is something that gets me aroused, and apparently UK adult retailer Ann Summers feels the same way. For those of you outside the circle of trust, search marketing promotes websites by increasing visibility in search results. If you’re not interested in search and content strategy you’re a dinosaur in my opinion and also missing a massive marketing and awareness opportunity, especially in Mzansi.
“By using paid search as a brand marketing tool – by bidding on high volume, topical keywords with cheeky and humorous campaigns, Ann Summers generated significant eyeballs online and PR benefits offline. The strategy was not to deliver clicks, but instead to leverage the paid search mechanic to cheekily insert the Ann Summers brand into unusual places.”
British Airways strikes: The planes may be grounded, but you can still join the mile high club!
Budget 2010: There’s no recession in pleasure!
Snow 2010: Stay in and stay warm with our steamy sex toys!
and my personal favs’…
Election 2010: Visit Ann Summers & find out why we believe in a well hung parliament and We specialise in long, hard elections!
|Helen Zille believes in a well hung parliament
The campaigns generated a cuck-load of impressions, not just from the ads themselves, but also from PR around the naughty little campaign. The ads generated over 1.5 million impressions for a spend of less than £4500 (about R50 000) – a CPM of 0.003p (about 3.3c).
Now that you’re in the mood, here‘s an old favourite to kick off the weekend with a bang.
Grr, happy Friday y’all.