Case Study - Joseph's Wigs

Accelerating Online Sales Through a Smart Approach to Video

Posted by Bee on 30-Jan-2023 14:51:34
Bee
| 5 Minute Read

The Statistics

  • Zero to 100,000 views on YouTube in just a few months!
  • Single campaign resulted in driving high-value purchases, giving an average ROAS of 46 times the paid media ad spend.
  • Achieving 15x Return on Ad Spend on Google Ads paid campaigns across the account.
  • Maintained position 1 for highly competitive ‘wigs’ term on Google search results pages (which has 25,000 searches per month in the UK).
  • We now rank 1st for over 32 different keywords with search volumes between 25,000 and 50,000 searches a month.
  • Users who watched a video on the site are 148% more likely to convert than users who don’t.
  • Joseph’s Wigs rank in the top 3 results for 213 different keywords with aggregate search volumes of up to 25,000 searches a month.josephs-wigs-ellen-wille-collection-shop

About Joseph's Wigs

Joseph’s Wigs is a family-run business that makes and supplies high-quality wigs for different needs from medical to fashion. They have been supplying wigs for over 50 years to customers throughout the UK and beyond.

With extensive experience supplying wigs, hairpieces, and toupees, Joseph’s Wigs pride itself on providing a discreet, compassionate, and comfortable service for its clients. The Directors, Claire and Stuart, also have personal family experience of medical diagnosis that led to requiring a wig so are completely dedicated to providing the best service possible as they not only understand the impact it can have but also the confidence it provides.

Joseph’s Wigs’ digital marketing goals

Joseph’s Wigs have been a client of Innovation Visual since 2016. They approached us with a need to expand their marketing activities to increase sales cost-efficiently to further fuel their profitable growth. They understood, in order to generate growth, they needed to stay ahead of the competition, be recognised as market leaders as well as drive a high volume and quality of traffic to their website and improve their conversion rates to achieve this.

The goals for video in their digital marketing mix included:

  • Increase brand awareness in multiple channels including social media and SERPs
  • Build on current strong organic rankings to increase dominance against competitors and thus increase sales through increased traffic
  • Increase sales through improved conversion rates
  • Lower costs to service clients by reducing FAQ calls
  • Achieve the goals while keeping to a low budget through efficient working

Using Video in Digital Marketing to Drive Growth

Since 2016 Innovation Visual and Joseph’s Wigs have built a marketing strategy with the aim to beat the competition and generate a high volume of quality leads to drive sales. After already achieving significant success using various organic, paid media and conversion rate optimisation tactics through Innovation Visual’s Just the Expertise You Need approach, we wanted to create further growth. Given the strong foundation, we concluded that the next step was for Joseph’s Wigs to embrace video. The ability to visualise a product significantly impacts the buyer’s decision-making and helps to move them through the purchasing journey faster as well as providing greater opportunities to drive relevant prospects to their business.

The video content strategy would be focused on two specific areas; in-demand educational content for their prospects and then product specific video content to drive higher sales in selected lines. This approach required the building of video assets for both on and off-site uses and optimisation of these assets for their specific roles in driving sales growth.

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Using video to build online presence and ROI

With 1.7 billion monthly users, and the second most popular search engine after Google, YouTube is key in any video marketing strategy; for Joseph’s Wigs our first step was to set up a YouTube channel. We analysed the searching behaviour of our personas as well as popular existing video content to develop a video content plan designed to effectively target our key personas at every stage of the buyer's journey, generate helpful engaging content and connect consumers with the right products. Once we started producing, optimising and deploying high quality video content, the subscriber count started increasing. The video views also drove demonstrable increases in traffic to the site and purchases.

Multi-Use Videos to Drive Exceptional ROI

On-site video tactics deployed increased rankings, drove engagement and in turn boosted conversion rates. These tactics included embedding the videos shared on YouTube to both specific landing pages as well as category and product pages. The educational videos on blogs and information pages resulted in greater sales as measured by the page values increasing after deployment of informative video content.

Innovation Visual had already built a strong organic search presence for Josephs Wigs prior to the adoption of video. It was agreed with the client that we could use video to dominate page real estate on search results for an increasing number of important search terms. This was designed to not only develop greater brand awareness but also drive traffic and sales. Through our clever use of optimisation on-page and within the YouTube platform the addition of video assets into the mix increased impact with over 100,000 views being achieved in a number of months from a standing start.

Video to Enhance Email Communications

Return on investment in the videos was also achieved from their use in emails. Videos were added to monthly emails resulting in greater click throughs and sales completions attributed to email and to automated emails in the post purchase nurture workflows to deliver higher engagement, improve customer satisfaction and reduce customer queries on common questions that were answered with videos rather than customer calls.

Video in Paid Media Campaigns

As we fully manage Joseph’s Wigs paid media activities it was seamless to apply the video assets, often in customised formats, into their paid campaigns across both search, display and paid social. Through efficient editing and creation of multiple variants in a single production flow the rapid and cost-efficient creation of tailored video assets for paid platforms was achieved. Within paid social engagement and actions were increased through video. The results in YouTube and Google Ads campaigns were even more significant with ROAS having a positive step-change up when video was applied.

See Joseph’s Wigs’ YouTube channel here.

JW-YouTube

Achieving the Cost Efficiency Goal

Video is often seen as an expensive asset class to create. We take a very different approach in our creation of video for our clients. Our now refined system and workflows allow us to deliver our clients more from less spend in three primary ways:

  • We plan our approach to video with a different mindset
  • Our production methodology is optimised for speed without compromising quality
  • We have a multi-variable approach to all video assets to ensure optimisation by platform

We used our proprietary methodology to great effect for Joseph’s Wigs so that they achieved impact at a budget level that would be far smaller than other agencies can achieve.

Brand and Revenue Achievements

The implementation of these digital marketing efforts produced some excellent results across all aspects of performance for Joseph’s Wigs. The increase in their online video presence and creation of the YouTube Channel raised brand recognition significantly, increased their online traffic and drove a higher volume of quality sales. Various Facebook video campaigns also saw big increases in Return On Ad Spend (ROAS). An example is a campaign that ran over the Queen’s Jubilee resulted in driving high-value purchases, giving an average ROAS of 46 times the paid media ad spend.

Some highlights of our continued digital marketing efforts highlighted below:

  • Zero to 100,000 views on YouTube in months!
  • Achieving 15x Return on Ad Spend on Google Ads paid campaigns across the account.
  • Maintained position 1 for highly competitive ‘wigs’ term on Google search results pages (which has 25,000 searches per month in the UK).
  • We now rank 1st for over 32 different keywords with search volumes between 25,000 and 50,000 searches a month.
  • Users who watched a video on the site are 148% more likely to convert than users who don’t.
  • Joseph’s Wigs rank in the top 3 results for 213 different keywords with aggregate search volumes of up to 25,000 searches a month.

The partnership between Joseph’s Wigs and Innovation Visual continues to grow and deliver rewarding results, exemplified by a revenue increase by +40% in 2021 compared to the previous year. With aggressive growth objectives for 2022, we are very excited to see how our partnership and use of video can generate even more results for Joseph’s Wigs.

Discover more about our video marketing services and how they could help your business.

Topics: Social Media, Video, Case Study, Content Strategy & Planning