The Challenge

Throughout 2018, we were tasked with increasing film sales and expanding the customer base & registrants by innovatively improving campaign relevancy, utilising Google Analytics & outperforming competitors for film releases.

FIVE OBJECTIVES:

1.   Ensure Google Analytics is reporting accurately and implement enhanced e-commerce features for reporting and targeting purposes
2.  Increase the number of direct release purchases
3.  Increase purchases across Curzon Home Cinema back-catalogue
4.  Increase the number of customer registrations across the Curzon Home Cinema website
5.  Reduce media spend wastage to improve ROI 20%

ARKE'S STRATEGY

One of our Google Analytics IQ Certified Partners audited the Curzon Home Cinema analytics accounts to understand the accuracy of their current reporting; discern whether the data was deep enough to inform marketing decisions and accurately capture relevant audiences.

A detailed measurement framework was created which instructed the implementation across the whole site, meaning detailed performance stats were now available down to film, genre, director and platform.

ARKE'S STRATEGY - CONTINUED

Analytics was then synced to all ad platforms to enabling smart optimisation techniques, allowing for customer journeys to be analysed to inform campaign strategies. This also informed our SEO and Paid Media strategy to ensure paid supported organic activity.

From this, a variety of remarketing models have been produced, alongside granular new audiences and lookalike segments to vastly improve outcomes against objectives. A/B testing of creative has been critical in not only driving ROI but also improving customer experiences, engagement and brand awareness.

Smashed 3 sales records in 2018

2018 was the highest grossing year

Increased the number of registrations

By 200%

Highest ever number of organic visitors

Now appearing in position 1 for competitive keywords both film and query based

Improved conversion rates

By 16.27

Reduced CPC

By 29%

Improved average ad position to 1.2

Expanded audiences into new regions

Brighton - Head Office
33 Mighell Street
Brighton, BN2 0JF
United Kingdom
+44 1273 041111
London
13 Berwick Street
London   W1F 0PW
United Kingdom
+44 020 041113