Past Work
California Walnuts
Tesco On-line Product Placement
Campaign conversion rate 73%
Objective
CWC partnered leading UK retailer Tesco to boost California walnuts position on Tesco.com using paid placement (Relevant Sponsored Search – RSS) with a focus on the private label 200g California walnut SKU. Using RSS, California walnuts positioned its leading walnut SKU at the top of the search results page on Tesco.com to ensures maximum visibility as the leading product on the list of SKUs.
Activity
The campaign was designed to test consumer reaction to a range of search terms and how they persuade consumers to purchase. The following search terms were used; walnuts, nuts, mixed nuts, healthy snacks and snacks with walnuts being by far the most successful term by volume sales.
Result
The final campaign results indicated sales increase across on the Tesco website with retail sales value of £58,000 GBP ($72,500 USD) or 21,400 packs. Additionally, the campaign generated 174,700 impressions, from registered Tesco consumers, actively searching for items to purchase. At its peak, 6042 clicks in one day generated 4593 sales - a conversion rate of 76%. Across the whole campaign, the average conversion rate was recorded at 73%.
