How Greene King used a data-driven, content-led approach to outperform the online drinks ecommerce industry
Open Partners
Client: Greene King
As restrictions were lifted and pubs re-opened, the online drinks market was heavily squeezed, seeing around a 70% drop post-pandemic according to IBISWorld. Greene King’s Online Shop had benefited from more people being at home and the team wanted to try and maintain their market share in line with changing customer habits and an extremely congested market. To do this, we knew that we needed to make our budget work as hard as possible whilst still preparing for the medium and long term, and so developed a full funnel campaign across multiple paid media channels with content and data at the heart. By focusing on a range of consistent and engaging messages across all performance channels, and utilising data to understand which strategies and products were driving the greatest ROI, Greene King were able to not only drastically increase their visibility (+62%), but also largely maintain their sales levels, alongside a 22% growth in CVR year by performing and implementing a number of A/B tests across the website. We also saw some great channel results - a 33% jump in social transactions and over 400% increase in Paid Search transactions. Considering the levels of investment we saw from our direct competitors during this period, this was a fantastic result for both us and the Greene King team.