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The JAM Jar

Why paid media should form part of your digital strategy

25.02.20

When putting together a strategy, budget or potential brief for any agency it is worth considering how paid media could work for you and what tactics are right for your business. In a competitive online advertising space, targeted paid media campaigns are increasingly vital if you want to reach customers. From Facebook posts to display adverts, find out why you should be doing more.

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How can influencers work for your brand?

14.02.20

Influencer marketing has soared over the last few years, as more and more brands are starting to recognise the many benefits that influencers can bring. (more…)

31.01.20

There are a few sore heads at Jam Towers today following our win at the Northern Digital Awards where we scooped Best Use of Social Media for our campaign, “The ‘Pawfect’ Companion for Pet Lovers” for Argos Pet Insurance. Using an insights-led approach, our strategic and creative campaign delivered a 578% increase on targeted conversions, bringing a phenomenal return on investment for our client.

Here’s how we did it…

The brief

Make Argos Pet Insurance (API) stand out in a crowded marketplace with an integrated digital strategy.

The objective 

Establish API as the home of happy pets online, to maintain and build an online community and generate leads.

Our research

Our initial research revealed that:

      • Many pet owners don’t see insurance as essential 
      • One in three pet insurance customers claims annually for unexpected vet bills
      • Owners value their pets just as much as family members 

These insights formed the basis of our social narrative to encourage a positive brand perception and set API apart from competitors.

Our strategy

We created a simple, four-step approach that would deliver engaging content to drive traffic to the site and give the brand a playful personality that our audience would love.

Community engagement 

We recognised that the community we served was the key to our success. As part of our strategy, we implemented:

      • A rota to ensure the community management response rate was watertight 
      • A detailed playbook to provide consistency in tone of voice, time of reply and message. 

Timing

To ensure results, we delivered the bulk of the campaign between two key periods in the industry: 

        • January and March – a key period for sorting finances
        • August to October – breeding season.

Content

Our creative approach to content established the brand as an expert in the field and an industry influencer by:

        • Regularly sharing SEO optimised, query-based blog content for dog and cat owners, 
        • Launching a ‘Pet of the Month’ photo competition on Facebook and Twitter

Paid social

With a heavy focus on building our audience, our paid social campaign combined tactics to:

        • Drive social engagements
        • Clicks to site
        • Increase conversions

The results

We went over and above to understand our target audience and achieve fantastic results:

        • 800+ conversions (+578% of KPI)
        • Increase in Twitter mentions of 335% 
        • 12.4k clicks to site from social media 
        • The Argos Pet Insurance Facebook page grew at 7.29% relative growth against its largest competitors

If you want an award-winning social media campaign, then get in touch! Give us a call at 0161 850 0565 or send an email to hello@wearejam.agency to see how we can help and see some of our other award-winning case studies here.

What are third party cookies?

29.01.20

This month, Google announced the impending death of third party cookies by revealing that they would withdraw support for the marketing tool on Google Chrome “within the next two years”. For those in the industry, this didn’t come as a big surprise. (more…)

Twitter 2020

10.01.20

If you regularly spend time on Twitter, you’ll know how easy it is to get lost in your own echo chamber. Whether it’s politics, comedy, or brands – users on the platform tend to stick to what they know. (more…)

Crisis management: What 2019 taught us

26.12.19

Crises happen – it’s as simple as that. But from a PR perspective, how you handle crisis management can have a huge impact on corporate reputation.

2019 has seen its fair share of crises happen to companies, organisations and individuals. Some of them heartbreakingly tragic, some of them thought-provoking.

We take a look at three notable crises of 2019, and how they were handled from a communications perspective: (more…)

Mackie Mayor Manchester places to eat Manchester

19.12.19

Anyone who follows us on social will know that on Fridays, we hold a very sacred tradition of Fat Friday, where we basically fill ourselves up on something deliciously unhealthy! As we’re based in the heart of the Northern Quarter, we’re so spoilt for choice when it comes to choosing amazing places to eat – but here are just a few of our favourites only a short walk away.  (more…)

Design Manchester

18.12.19

Recently, we attended the annual Design Manchester Conference at The Bridgewater Hall.

Having been to past conferences, we were looking forward to hearing from more world-renowned designers and creatives and getting inspired by work from speakers from different fields and disciplines.

Here are our highlights and takeaways from the day. (more…)

Is Facebook listening to me?

10.12.19

Ever had a conversation in the office, then gone onto your phone to check social media very important work emails, and get served an ad for the exact thing you’ve just been talking about?

We’re here to talk about whether Facebook is reading your mind, or if it’s just a big coincidence.

(Spoiler – it’s not a coincidence.(more…)

Want to see our stuff?

Have a nosey at all of our latest PR and creative
projects to see what we’ve been working on lately

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