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.