Tug worked with Dairy Crest's digital agency to open up core content and create optimised landing pages, as well as distributing content offsite. We identified content gaps and optimised for target keywords and social bookmarking. Assets included articles, press releases, video and guest blog posts. Local optimisation included maps, Q&A sites and depot profiles.

Our PPC campaign targeted brand, product, category and competitor keywords served across Google, Bing & Facebook - including tablets and mobiles (to capture shoppers coming home from work). We tested copy weekly and rotated price and offer-led messages. Brand PPC site links were implemented to deep-link to promoted pages. SEM also supported a national TV campaign, reflecting the TV offers and products. Voucher code, Cashback and Content Affiliates were tested for customer retention - giving the best promotions to the best sites.

AWARD WINNING RESULTS
SEM activities now account for 55% of acquisitions
#1 in Natural Search from SEO for 'milk delivery' and 'grocery delivery'
CPA from PPC activity is well below target at ?1.39
CPA through PPC was reduced by 28% when tactically coupled with TV
Gold Award in the 2010 DMA best use of Search category