Search
Barclaycard
CLIENT: Barclaycard
AGENCY: bigmouthmedia
This work shone out in a particularly strong category. A double winner, this campaign for
Barclaycard also scooped the Financial Services category.
The target market for Barclaycard, working with bigmouthmedia, was all web users using
search engines to research, compare and apply for a credit card. Organic search, supported
by a strong PPC campaign and affiliate campaign, was already central to Barclaycard’s online
marketing strategy. This campaign was all about high performance, and research was vital to
deliver objectives. To this end, bigmouthmedia underwent advanced research on high volume
and high intent second tier keywords and qualitative research on customer search behaviour.
Creating focused pages on Barclaycard.co.uk, fully optimised for organic search rankings,
drove high customer conversion. Bigmouthmedia’s strategy incorporated qualitative
research into customer search behaviour as well as keyword research.
The effect on search result was impressive, with most of the pages created hitting the
top three positions over the target six months. From Barclaycard’s perspective, applications
were target-beating and the strategy also proved to be highly cost effective, achieving
higher than anticipated return on investment.
The Revolution Awards 2008 17
;
SPONSORED BY;
highly commended;
Carling.com
CLIENT: Coors Brewers
AGENCY: Fast Web Media;
shortlisted
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CLIENT: Haven Holidays
AGENCY: Latitude Group
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CLIENT: Sainsbury’s
AGENCY: iCrossing
Travel Insurance
CLIENT: Post Office
AGENCY: In-house;
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CLIENT: Just the Flight
AGENCY: Neutralize;
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