This document discusses several case studies and lessons learned from digital marketing campaigns. It describes a digital product studio that helps businesses design and grow profitable digital strategies. Several campaigns are summarized that aimed to increase online and offline sales through innovative digital initiatives like live streaming fashion events and sleep tracking competitions. Key lessons include the importance of considering how ideas can scale, using digital to drive offline traffic, celebrating successes internally, and putting real people at the center of marketing personas and data.

1. A digital product studio—
We help design and grow profitable digital businesses.
The blurring line between
online and offline commerce
experiences.

2. Hi, I’m Joel Turner.
● Strategy Director at MF London.
● Wealth of experience in retail.
● Marketing Manager for youth fashion
retailer Live Clothing.
● International Marketing Manager for
Nobody Denim.
● Worked on range of retail brands at
MF including Westfield, Schwarzkopf
and Soho House Group.

3. “I feel like my boutique is being
turned into a fitting room for
Amazon...”

4. John
Nick

5. Jon
Nick

7. Grand Social
learnings.
● Conversion is cheap!
● Online selling is a service.
● If you only exist online, you don’t
really exist at all.

8. Problem:
How do we connect the on with
the offline, converting foot traffic
into online sales?

10. #StyleStream
results.
● More than 20,000 unique entries
● Over 40,000 Facebook shares of
content generated.
● #StyleStream was the in top 3
Twitter AU trending topics each
night of the stream.
● 120,000+ unique visitors over 3 days.
● Most importantly resulted in a 45%
increase in sales in 3 months
following on from the campaign.

11. #StyleStream
learnings.
● Innovation is risky!
● Digital was just one part of an overall
campaign strategy.
● When innovating, always consider
how the idea will scale… plan for both
amazing success, and terrible failure.

12. Problem:
How can we build online brand
awareness to help drive offline
sales?

13. “You could pay $1,300 for a
mattress in store A when store B
sells what is basically the same
model by the same manufacturer
for less than $700!”
mattressscam.com

14. AH Beard
research.
● In 2012 a study of 13,089 people
conducted by Central Queensland
University revealed that 96% of
respondents woke up feeling tired.
Simply, Australians were not getting
enough quality sleep.
● Specifically interesting to us was that
depression, energy levels, food
cravings and weight loss are all linked
to sleep and are all topics that our
audience are passionate about.

15. AH Beard
research.
● An AdWords campaign, 'Get better
sleep and lose weight', was run to
gauge online interest in the topic and
identify specific sleep-pain points.
● 157% more click-throughs than the
product-feature-based AdWords that
were already running.

19. AH Beard results.
● 26k unique entries to 6WSC.
● 9% purchased an AH Beard mattress
since joining.
● 61% are ‘Likely’ or ‘Very Likely’ to
purchase an A.H. Beard mattress
next purchase.
● 70% of those who participated in the
6WSC were new to the AH Beard
brand (had never purchased or heard
of brand prior to entry).
“I couldn't wait to see
if I would win this
competition, I just had
to have this mattress
[the AH Beard Domino
Dream Elite] and lucky
for us there was a sale
on. So we ordered the
mattress and I should
be sleeping on it in 2
weeks, I can't wait.”

20. AH Beard
learnings.
● Celebrate your success internally,
not just externally!
● “The failure of a product comes more
from a need that isn’t real, rather
than a product that isn’t perfect.”
● Content might be king, but context
is God!

21. Problem:
How can we use online to
motivate customers to visit offline
sites, more often?

23. Eat Drink Nap trial
learnings.
● Mobile is intimate.
● Data > Sales.
● Less personas, more real people!
● Single customer view.
● Closing the sale with in-app
payment.

24. "Where the transaction happens
is not the big prize - it's how you
influence that transaction using
digital.”
Martin Gill, Forresters

25. A digital product studio—
We help design and grow profitable digital businesses.
Thanks! Questions?