4 SEASONS

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4Seasons had a large foot-print across New Zealand, but needed a digital partner to provide strategy, consultative advice and execution across all of their brands to achieve the growth targets set out by newly appointed CEO – Johnnie Cameron.

Moving budget away from traditional advertising methods such as TV and Radio, and jumping into the digital marketing world with both feet, 4Seasons have been able to see some impressive growth through the campaigns the Firefly team have built, managed and optimised.

Firefly partnered with 4Seasons across all brands to ensure targets were exceeded, brand presence was built and transparency was in place.

INITIAL

PROBLEMS

Systems and processes were everywhere before we engaged. We had multiple people in the business creating content for social media platforms with no strategy, personas, direction or brand voice, creating a confusing brand with mixed messages in the market. There was no consistency with content and what posts looked like.

There was a very reactive approach to marketing with new products coming up in terms of seasonality, events and promotions created last minute.

The visibility across new brands Galaxy Spas and Broil King was a challenge as they entered the New Zealand market.

There was no communication or consistency before with multiple suppliers instead of having one digital marketing partner that looked at all channels and ensured the strategy brought in “spoke to each other” and worked together to drive incremental results.

THE

OBJECTIVES

  1. Increase online sales and walk ins to the store
  2. Increase brand exposure for new brands like Broil King and Galaxy Spas
  3. Gain further customer insights and behaviour through Google Analytics, real-time reporting, call tracking and data analysis through to their P.O.S system
  4. Become an extension of 4Seasons and partner across every digital activity.

IMPLEMENTATION & MEASUREMENT

Firefly built campaigns from the ground up, with a strategy in place that promoted 4Seasons and other brands across Google Search & Display as well as Facebook Advertising campaigns.

The AdWords campaigns built included multiple features, such as; Call Extensions, Call Outs, Structured Snippets, Sitelinks, a Geo-Focus around Auckland for local business, A/B split testing of ads which included mobile ad variants, building and optimising a strong negative keyword list.

The Facebook campaigns built focussed on engaging 4Seasons audience, as well as advertising particular deals subsequent to Home Shows and discounts on offer. With tracking implemented, Firefly have continued to build and expand on successful targeting where real users are converting to purchases, and brand awareness on social media continues to grow positively.

“The benefit for us and working with Firefly is THAT they offer the full package service.  

Not only are they great at what they do , they build great personal relationships with you which makes you feel like  they have your best interests at heart.”

– CATE CAMERON, RETAIL LINKS

TOP

BENEFITS

  • Firefly helped fix all internal processes, and brought together internal talent and staff to come together in a more efficient way. Creating tools, technology into the business, Firefly and 4Seasons were able to collaborate together and improve the content generation.
  • Have exponentially increased leads across all channels, driving a better result than traditional advertising.
  • Over 50,000 website visitors to the website. A mixture of Paid, Organic and Social Media traffic. Up over 50% compared to last year.
  • Social Media was not running before Firefly engaged. We have driven positive engagement across the 4Seasons, Broil King, Galaxy Spa & Jayline Facebook pages.
  • 4Seasons trusts Firefly with over $300,000 of digital marketing spend annually with the freedom to choose which platforms, marketing campaigns and strategies will drive the best possible result.
  • We have been working together for over 2 years and Firefly is proud of the results the 4Seasons team have achieved.

RESULTS

SCOPE OF WORK

TALK OF THE TOWN

TVNZ

Metro

Albany Busniess Association

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