The Cake Decorating Company is the UK's largest retailer of cake decorating supplies, stocking all the basics for every cakey project, as well as the latest in innovative products.
Paid search / remarketing, Affiliate marketing
In the run up to the peak retail season, the business needed an agency that could help deliver on the challenging retail targets set post-pandemic.
Lockdown amateur bakers turned 2020-21 into bumper years for The Cake Decorating Company (CDC) as banana bread and fancy sweet treats turning into a national obsession.
The objective was clear – CDC wanted to regain and retain the level of customer revenue it had seen in the pandemic, while also maintaining a challenging Cost of Sale (CoS) target.
When Summit took the account, it was underperforming against forecast.
Summit was challenged to not only get the objectives back on track, but to also shake up the campaigns and creatives.
They needed to work more effectively and efficiently in time for the Black Friday retail peak. Which was only 6 months away!
Summit worked with the client team to make the most of Google’s Pmax tool, driving efficiencies for the client’s budget and creatives.
Using AI, they optimised campaigns to focus on the clearly defined audiences, weaving impressive images and user generated content into the structure, driving potential customers through the purchase funnel.
The results were decisive
This campaign is a perfect example of Summit listening to the client and working with them to turn an underperforming strategy into a winning one.
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