Godiva: Customer Resonance
A/B adverts where insights-led descriptions were the only difference delivered:
Despite the brand’s 1920s heritage, brand awareness of Godiva in the UK is low and the chocolate marketplace is crowded. Godiva’s online conversion rate was declining and they wished to better understand their customer and how to resonate with them throughout the customer journey to improve this.
Godiva chef chocolatiers use only the highest quality chocolate made from 100 percent cocoa butter in the creation of Godiva masterpieces, for that unique richness and depth of flavour that delights their customers’ senses.
“I’m delighted with the results of our PPC ad testing for our brand campaign. The inclusion of insights into the description has made a difference to the campaigns versus our original ad copy. The insight reports we received gave us a strong direction on adaptations we could consider testing. These included language, tone of voice, specific benefits to highlight and pain points to address. I look forward to taking the results of these initial tests forward to further tests and being able to confidently roll out the findings into our wider marketing activities to further enhance our performance.”
Ariane De Merlis
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