All Services
Get in Touch
WG Office Shoot 286 Square
Sean Markey Head of SEO
WG Office Shoot 235
Roisin Linnie Head of Social
Anna Spyridopolou Head of Social Integration
In Person Event 182
Get in Touch
WG Office Shoot 286 Square
Horseware White

From Dark Horse to Prized Pony

JPEG image 2
Get in Touch
WG Office Shoot 286 Square
A2f60efa4643a364d6b260defd9b99d96664f77c

We’re employee-owned, every team member you work with brings the mindset of a business owner.

Alan Coleman CEO
Alan Coleman, CEO
WG Groupshot 9 1
20240503 111159 1
Reforest WG 110
Get in Touch
WG Office Shoot 286 Square
In Person Event 167 1
Essentials 2024 80
In Person Event 125 1
Get in Touch
WG Office Shoot 286 Square
WG Office Shoot 46
In Person Event 56
WG Office Shoot 72
Services
Search Engine Optimisation Paid Search Paid Social Media & Creative CRM & Marketing Automation Data & Analytics All Services
Work
Case Studies Testimonials Awards
About Us
Our Story Our Team Employee Ownership Wolfgang Reforest
Insights
Blog & Insights News Events & Webinars
Careers
Job Openings Life at Wolfgang Graduate Scheme
Get in Touch
WG Office Shoot 286 Square
Back to Case Studies
Very White

Paid Search

Littlewoods Ireland - YouTube Strategy Case Study

We used the latest YouTube ad formats, smart targeting and bidding options to engage new relevant audiences, and ultimately convert these audiences into customers on search.

The work we did
LWI Header

THE CHALLENGE

Fashion has always been Littlewoods Ireland’s most profitable category. The onset of Covid in early 2020 however meant demand for fashion was at an all time low coming into their most important season of the year, Autumn Winter.

OUR STRATEGY

With demand for fashion down, we needed to raise awareness of other profitable categories that were now in higher demand during Covid, such as Sportswear. We couldn’t hit our growth target by re-activating existing customers alone – we needed to focus on recruiting new customers and making the brand visible to more people in Ireland.

Our strategy focused on two stages:

  • Drive consideration and purchase intent among new and existing audiences on YouTube, with creative that focused on in-demand and profitable categories at relevant moments throughout the season.
  • YouTube video engagers would be captured and incorporated into our always on search strategy to ensure we were converting new audiences into customers.

The campaign was paced across 5 key moments that matter to the Littlewoods customer – Back To School, Autumn Fashion, Christmas Campaign, Black Friday, and End of Season Sale.

Web Asset

INNOVATION USED

We used the latest YouTube ad formats, smart targeting and bidding options to create a full-funnel campaign that aimed to engage new relevant audiences, and ultimately convert these audiences into customers on search.

  • Custom Intent let us target people on YouTube who were searching for products that featured in our videos, and relevant to each seasonal event
  • LW gave us insight into their typical customer profile and we created a Combined Audience based on this that we targeted on YouTube (female, homeowner, parent, married)
  • We tested YouTube’s new TrueView for Discovery Ads format, which used thumbnails to direct users to our product deal videos
  • We used a new bidding beta - Maximize Lift - to find incremental customers to consider the LW brand at a lower cost
  • Our Video Viewers audience was overlaid on search campaigns with bids increased to make sure we were visible to this audience when they came to search.
BUSINESS GROWTH

Littlewoods had a record-breaking season despite the challenges Covid presented.

By overlaying YouTube video viewers on search, we could see the impact an integrated strategy can have on purchase intent. Non-brand search ROAS was 30.7 for people who had engaged with our videos previously – 53% higher than the non-brand average.

Littlewood’s Econometrics report showed us that YouTube drove an ROI of 51! Considering the ROI of TV and Radio was just 8 for this campaign, it’s clear YouTube is not just a powerful brand awareness tool, but can be a key growth channel when integrated effectively with search.

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
5
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

YoY Revenue Growth

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
5
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
3
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Non-Brand Search ROAS

-
5
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

YouTube ROI

What our clients say

Don’t just take
our word for it

"In what has been a turbulent and challenging year, Wolfgang were instrumental in driving the change in strategy that was necessary in this new Covid world. These changes allowed us to match the new needs of our customers, while also driving record breaking growth for our business.”
JC
John Carey
Performance & Sponsorship Marketing Manager
Selected work

More work we
think you’ll like

Explore Case Studies
Horseware White

From Dark Horse to Prized Pony

JPEG image 2
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
3
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
8
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Revenue YoY

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Repeat Purchasers

Monahans White

From Firewood to Fire Sales

JPEG image 5
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

YoY Repeat Customer Revenue

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
7
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
3
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

YoY Repeat Customer Growth

Corcorans White

Pulling More Than Just Drawers

JPEG image 3
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

SMS Subscriber Growth

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

SMS Click Rate

Intersport Elverys Whte

Right Hook Jab: Short Form Video to Knock Out Results

JPEG image 4
-
-
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Decrease in CPV Catch

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
8
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Videos Watch @25% Hold

Millies White

Millies Vs The Multinationals

Millies Web Header
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
5
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
8
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

YoY Increase in Sessions

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
3
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
8
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Organic Revenue

American Holidays White

Using Call Intelligence to Boost Leads and Maximize ROI

American Hols Web Header
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
6
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Google Ads ROAS H1 2024 vs. H1 2023

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Google Ads Leads H1 2024 vs. H1 2023

WG Office Shoot 5
Let’s start a conversation

What will world-leading look like for you?

Partner with a 6x Best Global Agency Winner that's as invested in your growth as you are.

Get in Touch
WG Office Shoot 286 Square