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FMCG

Lucozade Shop

The Brief

To drive traffic to the online Lucozade Sport Shop www.lucozadeshop.com to ensure that the given revenue target was met within 1 year.

Lucozade Shop website

The Lucozade Shop project represents a crucial breakthrough for large FMCG brands. Selling direct to consumers is a first for GSK and we're thrilled to be playing a major role in the success of this project. We bring the full arsenal of media planning and buying to this project from paid for search and affiliate marketing through to online PR. The project delivers a fantastic ROI and is delivering unique consumer insight which feeds into 'real world' activity. Ally Manock - Online Media Director

The Objectives

  • Ensure that given revenue targets are met within a year
  • Develop an integrated media campaign to drive traffic and sales
  • Maximise potential by creating a synergy between online and offline activity
  • Raise brand awareness and brand messaging
  • Increase conversion rates to further boost sales

Our Solution

We developed an online media campaign that would drive traffic to the online shop including Paid Search across 3 major search engines along with a comprehensive display and affiliate programme. We also advised on the build of the new site to increase site conversion rate which in return would increase sales. To maximise the full potential of Lucozade Sport Shop we implemented a fully integrated solution that worked with all of Lucozade's other agencies. Working with the Lucozade offline agencies has helped to drive online awareness and create a synergy between on and offline activity so that messages are reinforced and the brand is further enhanced.

Results

We are 5 months into the campaign and have seen a 79% increase in the number of sales compared to the same period last year.