Digital strategy for DFDS cruise line with competitor analysis for Colorline and Norwegian cruise lines.

1. Part 1: Display Media & Paid Social
Part 2: Affiliates
Part 3: PPC
Part 4: Social Media
Vivien Wamalwa - Muff
28. 02.2019

2. DISPLAY MEDIA
& PAID SOCIAL

3. 3
DISPLAY AD DFDS VS COMPETITORS
ColorlineStenaline
DFDS seaways

4. 4
● Overal performance is positive, Ads are specific
and convey key message.
● Consistency in brand image
● Clear target audience based on parameter mix
● Variety of package options for target audiences
● Time bound offers, more attractive to chosen
segments
Areas of improvement:
● Use high converting words like Save, Take, Get,
Now for CTA’s
● Work on increasing fan base and engagement on
SoMe (IG & FB) photos portraying fun and
happiness
DISPLAY ADS ANALYSIS

5. PROSPECTING VS RETARGETING
5
Prospecting is any activity in
which you target users who
have not yet visited your site.
Retargeting, in contrast, is
targeting users that have been
to your site, this is achieved by
leveraging cookie pools
collected on site.
Prospecting
Why prospect?- find the right
leads
When?
● Client Referrals
● Workshops and
Conferences
Retargeting
Why retarget? - re-engage with
window-shoppers and convert
them into buyers
When?
● Precise targeting
● Greater engagement
● Increased conversion rates
● Influencing a second or
third reaction for increased
impact.

6. AFFILIATES

7. AFFILIATE MARKETING
The process of earning a
commission by promoting other
people’s (or company’s) products
/services.
You find a product you like, promote
it to others and earn a piece of the
profit for each sale that you make.
7

8. DFDS runs an affiliate program, online marketers / influencers
register to promote the cruise packages at a commission/fee 8

9. METHODS TO GROW AFFILIATE PROGRAMME BY
RECRUITMENT
● An optimized affiliate
sign-up page on your
website (https://www.stenaline.dk/affiliate)
● Invest in PPC (Pay Per Click)
recruitment campaigns
● Use segmentation to find
your ideal affiliate profile
● Focus on identifying the
right affiliates
● Contact affiliates directly
● Recruit new affiliates within
the network
● Conferences like Affiliate
summit (AW)
● Pitch an emotional email
using Tripwire then upsell
9
Source: Neil Patel

10. 10
Furnish
Variety of marketing
materials /contents -
links, videos,
brochures, flyers,
banners, text
Convert
Maximize conversion
rate
Qualaroo (ask questions)
CrazyEgg - tracking
Reward
Pay affiliates on a net
30 to ensure no rip off
from affiliates
Cash bonuses / free
cruise contest
High commission
(50-75%)
KEEPING AFFILIATES ENGAGED WITH THE PROGRAM
Source: Neil Patel

11. PAY PER CLICK

12. 12
KEYWORDS
Source: SEMrush / ThinkWithGoogle/ Wordstream

13. 13
PPC ACTIVITY: DFDS AND CORE COMPETITORS
Source: Spyfu
Observations;
● Shared keywords - Copenhagen oslo
ferry (Stenaline.dk, dfds.com performing best)
● Competing on Affiliates with
Stenaline
● Lower budget
● High SEO click value
● No Ads identified for Colorline
& Stenaline
Ad Budget USD
Dfds.com - 644
Stenaline.dk - 0
Dfdsseaways.dk - 0
Brekketours.com - 3.87k
Directferries.com- 3.21
Unique key words
DFDS.com -1225
Colorline.no - 28
Stenaline.dk - 24
Shared - Dfds + Stenaline 3
keywords

14. 14
Source: Spyfu

15. 15

16. ● Click
● CTR
● Quality Score
● CPC
● Cost Per Conversion/Acquisition
(CPA)
● Conversion Rate (CVR)
● Impression Share (CPM)
● Average Position
● Budget attainment
● Lifetime value
16
CORE PPC KPIS & OPTIMIZATION
● Optimize keyword quality score
● Intelligent remarketing
● Tap into the power of machine
learning
● Test new ad extensions
● Advanced segmentation with
in-market audiences
Source: Marketingland

17. Quality Score
Quality Score is Google's
rating of the quality and
relevance of keywords and
PPC ads.
Keyword Research
Discover new, highly relevant
keywords to add to your
campaigns.
Keyword Organization
Split Keywords into organized
groups that can be more
effectively tied to individual ad
campaigns.
Refining Ad Text
Test out PPC ad copy that is
more targeted to individual ad
groups
Optimizing Landing Pages
Follow best practices to create
pages that connect directly with
DFDS ad groups and provide a
cohesive experience for visitors.
17
QUALITY SCORE & HOW TO IMPROVE IT
Adding Negative Keywords
Continuously research, identify,
and exclude irrelevant

18. 18
AD & KEY COPY ELEMENTS
Key copy elements
● Words
● Headlines & Sub headings
● Slogans
● Captions
● Body
What can be used as well as ad copy
● Art
● Visual elements
● Layout
● Typography
● Illustrations
Copenhagen to Oslo mini cruise Ad
København til Oslo
En ægte, romantisk minicruise oplevelse
Fra 248,-
per. pers. + tillæg
15% off ferry crossings to Oslo Ad
København til Oslo
Vinterferien med bil begynder med DFDS
Tilbud 15%
per. pers. + tillæg
Eller
Spar 15%
Ta’ bilen med på vinterferie
per. pers. + tillæg

19. SOCIALE MEDIA
Danish Social Media Content Plan For Valentine’s Day

20. 20
Dato Dag Facebook Instagram Indhold English Translation (Content) Billedbeskrivelse Post Type
02/01/19
Fre kl. 14 -17 kl. 10 - kl. 15
Billede af et romantisk bord for 2 fra Sjö
restauranten, med rejseplanen
Photos of SJO food or a set up
romantic table for 2 with the itinerary
Plated meal upclose Billede og tekst
02/02/19
Lør kl. 11 -14 kl. 11 - kl. 13
Et par der nyder deres middag i Sjö
resturenten
Couple enjoying a meal in SJO with
C-T- A
Happy couple enjoying a meal & wine Billede og tekst
02/03/19
Søn kl. 11 -14 - Konkurrence om at vinde et cruise. Competition to win a cruise Photo of a family in a celebratory mood Billede og tekst
02/04/19
Man
Man
kl. 11
-
5 romantiske grunde til at tage Oslobåden
mini-cruise denne Valentines.
5 reasons why you should take a
mini-cruise to Oslo this Valentines
- Blog link
02/05/19
Tir kl. 14 -17 kl. 10 - kl. 15
Video af Pearl Scandinavia, der sejler gennem
natten med fuld belysning fra vinduer og mast.
Video of Pearl Scandinavia sailing at
night with lights
- Video
02/06/19 Ons kl. 14 -17 kl. 10 - kl. 15 Inspirerende citater. Inspirational quote - Tekst/ Graphics
02/07/19
Tor kl. 14 -17
kl.05, kl.11,
kl. 15 - 17
Grafisk Valentines-annonce med CTA. Artwork of Valentines Ad with CTA - Graphics
02/08/19
Fre kl. 14 -17 kl. 10 - kl. 15
Video fra Crown Scandinavia med glade,
shoppende kunder.
Video of Crown Scandinavia
customers onboard, shopping,
indulging
- Video
02/09/19
Lør kl. 11 -14 kl. 11 - kl. 13
Lad Oslobåden sætte fulde sejl på romantikken
denne Valentines med udsøgte middage på
Sjø-restauranten.
Romance your way to Oslo this
valentines with fine dining in Sjø
- Blog link
02/10/19
Søn kl. 11 -14 -
Et smilende og lykkelig par på et cruise med
en CTA.
Happy couple on the cruise with a
C-T- A
A couple holding hands looking out to
the sea
Billede
02/11/19
Man kl. 14 -17 - Eksperimenter #trend i Sociale media Experiment (trending SoMe #)
Gifs / Memes/
Billede
02/12/19 Tir kl. 14 -17 kl. 10 - kl. 15 Billede af Oslo (centrum). Photo of Oslo, city view Billede
02/13/19
Ons kl. 14 -17 kl. 10 - kl. 15 Bag om facaden på Crown Scandinavia. Behind the scenes
Shot of captain, chef, crew ready to
welcome guests
Billede og tekst
02/14/19
Tor kl. 14 -17 kl. 10 - kl. 15 Cruise skib der sejler.
Cruise ship sailing,feature on-board
activities
Couple in the Spa being pampered
Video,Billede og
tekst

21. 21Vivien Wamalwa
vivienwmlw@gmail.com