Red Hot Penny

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Overview

$5,000+

Min Project Size

$100 - $149/hr

Avg Hourly Rate

10 - 49

Employees

2015

Year Founded

ABOUT RED HOT PENNY

Fuelling Ambitious Brand Growth

We are a strategic and inventive team of search marketing professionals with a proven track record in ecommerce. We assist online retailers and brands looking to expand by helping them identify and attract customers through data-driven strategies and tailored campaigns. With our proactive, transparent expertise and a comprehensive understanding of our clients' goals and values, we build lasting partnerships focused on sustainable growth rather than short-term gains. Our aim is to deliver the growth that is important to you, leaving your competitors wishing they had chosen us initially.

Languages Spoken

English

HIGHLIGHTS

$5,000+

Min Project Size

$100 - $149/hr

Avg Hourly Rate

10 - 49

Employees

2015

Year Founded

Services

Focus

Industries

Clients

Services Provided

50% Search Engine Optimization (SEO)

35% Content Marketing Strategy

15% Pay Per Click

Portfolio

Virgin Sport: Case Study

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Assisting Virgin Sport in connecting with their active audience, Virgin Sport organizes running and fitness events throughout the UK. With only five months remaining before the 2019 Hackney Half Marathon and Festival of Fitness, how did Virgin Sport capture the interest of their target audience to ensure a successful event? The key business objectives were to raise awareness for the Hackney Half Marathon and boost runner registrations. With just five months to prepare, they required a robust paid social media campaign to engage the right audience seeking a challenge. How did Red Hot Penny contribute to Virgin Sport's success? Knowing that participants would need ample training time for a half marathon, our Paid team had to quickly launch the campaign. Drawing from previous experience, the team effectively devised and executed a strategy to maximize entries. We created detailed target audiences and continuously refined them using insights from Facebook and Google Analytics to ensure the best-qualified traffic. The development of Lookalike audiences based on past and current entrants was crucial for optimizing the budget and increasing entries. The advertisements featured a countdown to the event to build excitement, and we promptly adapted the creative elements to ensure the ads remained relevant and accurate. Throughout the campaign, we maintained close communication with the Virgin Sport team to address any changes related to the event, reflecting them in the ad copy. What were the outcomes? The paid social media campaign reached a total of 1.6 million people, generating 47,000 clicks to the event page and over 22,000 entries, with more than 4,000 directly from Facebook ads. Virgin Sport achieved a Return on Ad Spend of 5.4, and we continued our collaboration by managing paid social campaigns for their Oxford Half Marathon and ASICS London 10K.

Harlequins: Case Study

Unknown

Achieving Retail Success with Harlequins' 73% Revenue Increase Every year, Harlequins Rugby organizes a charity match known as the Big Game at Twickenham Stadium and introduces a limited-edition rugby shirt for the players to wear during the event. The 18/19 edition was equipped with Adidas's cutting-edge Flash Technology. So, how did Harlequin FC ensure they fully leveraged this exclusive design to meet their retail objectives? What were their primary business goals? Harlequins aimed to energize fans about the charity shirt and increase awareness for their Big Game 11 Charity Match. The shirt's design drew inspiration from Harlequins' London heritage and featured a groundbreaking Flash Technology that illuminates when triggered by a camera flash. However, since the shirt would only be donned by players for a single match—unlike previous years where it was worn during international games—there was a pressing need to extend the product's visibility. How did Red Hot Penny contribute to Harlequins' success? We offered strategic guidance and coordinated Harlequins' retail and marketing efforts for a cohesive campaign. Our paid media team also oversaw PPC and social media advertising for the initiative. We participated in an initial photo shoot with the players to ensure the marketing materials would be effective both online and offline. Teaser clips from the promotional video were utilized in a week-long campaign across social media platforms, including YouTube, to generate buzz. Additionally, we created a custom landing page to highlight the innovative technology. Noticing a surge in adult shirt sales early in the campaign, we adjusted our strategy to create youth-focused assets by replicating the player photo shoot to further boost youth shirt sales.

Megabus: Case Study

Unknown

Increasing Revenue for Inter-City Coach Operator Megabus As the leading budget coach operator, Megabus aimed to boost its revenue. How did this transport giant manage to almost double its year-over-year revenue in such a brief period? What were Megabus's primary business objectives? Recognizing the need for a search marketing strategy, Megabus partnered with Red Hot Penny to enhance both annual revenue and profitability. By utilizing pay-per-click advertising, biddable media, paid social ads, creative campaigns, and organic search services, Megabus enlisted Red Hot Penny to develop a fully integrated search marketing approach to significantly elevate their success. So, how did Red Hot Penny assist Megabus in reaching its goals? When Red Hot Penny collaborated with Megabus in October 2016, they established a digital strategy encompassing paid media, organic search, and content to boost revenue and profitability. The initial step involved taking over Megabus's paid media efforts, executing a comprehensive account reconstruction, and introducing paid social media services. They implemented detailed campaigns, cross-negation, and extensive management of search terms, achieving a 25% increase in efficiency within just six months. The focus then shifted to ensuring that paid social campaigns utilized GEO targeting to attract specific demographics, including students and festival-goers prevalent on Facebook and Instagram. With their expertise, Red Hot Penny was able to drive relevant traffic crucial for Megabus's growth. Next, the organic search and content teams collaborated to target audiences similar to those reached through the paid social strategy. They produced expert guides on summer festivals that Megabus serviced, targeting keywords that enhanced traffic to the website and established Megabus as an authority in the industry, thus boosting brand engagement. During this period, Megabus also needed to transition to a new site. Red Hot Penny worked closely with their migration team, providing ongoing assistance to ensure a smooth transition from the old site to the new one. What were the outcomes? The teams successfully increased Megabus's revenue by an impressive 92% year-over-year while only raising spending by 11%. They also reduced the paid search cost per action by 25% following the reconstruction of Megabus's account. Moreover, Megabus experienced a 67% rise in organic search visibility year-over-year across the entire site, with more than 600 new keywords ranking on the first two pages of search results. This significantly helped Megabus connect with new audiences and facilitated their path to further growth.

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