It’s safe to say that we certainly put Simon Howie’s name front and centre for haggis lovers all across the nation in the run up to Burns Night. In all, we delivered 1 million outdoor impacts across Edinburgh and Glasgow as well as 2 million digital impressions. This resulted in an overall cost per view of just 3 pence and a cost per click of only 35p.
Digital display placements on contextually relevant sites delivered more than 4 times the industry average CTR, whilst social engagements topped 300,000 – with existing and new consumers commenting and sharing our campaign.
On top of that, website visits increased 7 times YoY. As well as driving traffic to the product pages, visitors were spending more time discovering the full range, and all the delicious year-round ‘Wowies’ it offers.
Most importantly, these digital KPIs were also supported by a record sales month for haggis – with more than 1.2 million haggis sold, filling 3.5 million plates throughout both Scotland and the rest of the UK... Nae bad!
‘Over the last few years we have enjoyed putting out creative content to promote our haggis during January. ‘The Wowie Campaign’ that The Lane developed for us delivered far more than that. Perfectly pitched creative interlaced with strategic media planning not only supported our record Burns sales it has laid the foundation for a much larger and far reaching brand building campaign. There is lots more to come...
And as well as all that, it was great fun to be a part of. It’s not every day you get up to such ‘hair raising’ antics.’ Simon Howie, Owner of Simon Howie Group