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About Acorn Media

Acorn DVD is part of the RLJ Entertainment group and provides distinctive home entertainment on DVD, Blu-ray and Digital for customers in the United Kingdom, North American and Australian markets.

With us since June 2009, their products can be found at all the major retailers and online shops, plus they have their own Direct-to-Consumer business, for both online sales and via free mail-order catalogues, with a special focus on the best of British television.

Back in 2009 the business made a key decision to invest in the Digital Marketing space to target a very specific audience profile.


Increase revenue to their specific target demographic and devise new digital routes to market.

The Acorn audience is a very specific demographic and has a unique interest base. The challenge was to build multi-layered Digital Marketing strategies, designed to engage and inform the audience at two very different points in the conversion path:

1) Awareness: Customers with an ‘urgent need’ to buy a product there and then
2) Convert: Customers with a potential interest in ‘upcoming releases’


The strategy response was to use a solid foundation of SEO and Content and then carefully mould some PPC activity around the close target audience.

From this point, the PPC developed into Adwords placement targeting, focusing on the specific audiences and then into Google Shopping feeds split out to target key performing products. Since this point we have added into the overall Digital Marketing strategy layers including YouTube ads and advanced re-targeting through AdRoll.

Content marketing was focused on high quality articles and blog posts that blended the narrative of the stories we were telling for Acorn, with a news worthy context.

This fed seamlessly into the Outreach work we had planned for a number of campaigns that were targeted at being featured at national and regional press level.


When comparing the first years site wide revenue to last years, Acorn experienced a 78% increase in revenue. This figure is only the direct and immediate sale impact. The true value of a lifetime customer is expected to be over 3 times this figure.

High quality content and its positioning across national and regional press was key to this campaigns success.

One example of this was a content piece that was published in the Metro targeting the Hit BBC TV series - Broadchurch! (Click Here to view the actual content piece in the Metro.)