Leading sheds and garden buildings brand, Tiger, had enjoyed a peak in online revenue during the pandemic with demand for garden buildings higher than ever. The brand was in the enviable position of driving more brand traffic to tigersheds.com than any other direct competitor, but they needed to be able to increase their non-brand market share and reach new audiences in order to grow total revenue.
Our strategy was to build upon the strength of the Tiger brand and re-establish the authority and visibility of its market-leading products, focusing on growing audiences based on customer behaviour, product interest and in-market behaviour. Our multichannel approach allowed us to diversify the ways in which we could reach new audiences, focusing on growing market share around core product categories such as ‘sheds’ with activity that stood out from competitors and reflected creative trends. The foundation of our approach was a deep understanding of the market and customer journeys, from which we could build out a content strategy to nurture new audiences through to driving commercial value.
11% uplift in PPC revenue.
An enhanced data and reporting approach has allowed us to feed and evolve our approach over time. UX testing and analysis has allowed us to understand how various audiences interact with the brand, and detailed onsite analysis, which includes aligning TV scheduling data with onsite performance data, helps us to better understand the impact of Tiger’s wider marketing activity. This data feeds into our paid activity, helping us create further efficiencies with our spend.
Despite the sector as a whole seeing declining search volume since the pandemic peak, we’ve seen a 10% increase in total revenue for the brand. We’ve delivered almost 900 pieces of digital PR coverage so far, which has seen the domain rating increase by 12%, and Tiger jumping from position 16 to 4th overall in terms of market share of search.
Paid social media activity is now driving 4 times more revenue than before our partnership, with CPCs reduced by 36% and CvR for paid media activity as a whole up 13%. With a more efficient and focused affiliate marketing strategy, we’ve seen affiliate costs reduce by 40%. The strength of what we’ve been able to achieve together is testament to a truly collaborative and energising partnership with the Tiger team.