Woodies - Integrated Digital Case Study

THE CHALLENGE

The onset of Covid-19 in Ireland in early 2020 shone a light on the importance of e-commerce for Irish retail. Being a DIY / homeware retailer, Woodie’s became relevant to all households across Ireland, and their online store couldn’t cope with the sudden spike in demand. A low daily cap was put in place on home delivery website orders to avoid big backlogs and delays. As a result, we had to shift our strategy to focus on driving click and collect purchases and instore visits, which meant we had to be smart about which channels we were visible on, and when.

OUR STRATEGY

A HELPING BR(H)AND

With organic demand surging and fulfilment struggling, we moved budget away from lower funnel activities and into the mid funnel. We wanted to make sure Woodie’s were being a helpful brand during a very challenging time for their customers, which would help drive consideration among new relevant audience pools and build up our audience lists for future use.

We answered the DIY questions users were asking on Google through helpful content
We launched our influencer strategy to inspire users with home décor ideas on Pinterest and Instagram
We repurposed User Generated Content to inspire our audience further with authentic customer images
At the lower funnel, some of our best converting product-focused ad formats like Google Shopping and Dynamic Remarketing were paused and replaced with ads highlighting the Click and Collect service
Our local SEO efforts meant all 35 stores’ Google My Business profiles were updated with relevant store and Covid safety info to drive more people in-store

INNOVATION USED

We used Google’s new Local Ads format to reach people Google deem most likely to go in-store based on signals like user location and search history. These ads appeared in search and map results, and also across YouTube and display.

We also took advantage of a new Google My Business feature which allowed us to deep-link to products on the website, giving us page one organic SERP visibility at a time when we couldn’t advertise these products.

BUSINESS GROWTH

Woodie’s online revenue more than doubled in 2020, growing 158% - 7x above the average industry growth in Ireland (source: pwc.ie). This would have been even greater had the online order fulfilment issues not been at play.

Overall, the business grew 17.5% - 5x the industry average growth (source: ceicdata).

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New Users

What our clients say

Don’t just take
our word for it

"Wolfgang quickly understood the unique challenges Woodie’s were faced with in 2020 and implemented an effective digital strategy that helped us to pivot our business to drive phenomenal growth, along with helping us to get the right foundations in place to ensure we are set up for future online customer demands in Ireland.”