Easter is massive for Thorntons. So being #1 in search when people are hunting for eggs is business critical. With growing competition in the Easter egg market from retailers and confectionary brands alike, Thorntons needed an edge to drive traffic to their website and footfall to stores. Working hand in hand with the wider Thorntons team, we analysed search data and trends, enabling us to identify the key terms that would allow us to own the conversation around Easter eggs. Our campaign – ‘The Ultimate Guide to Easter Eggs’ – did exactly what it was designed to do: Make Thorntons #1 in search for Easter eggs in 2016.
The genesis of this campaign idea was in the data. Once we had the insight required, we brought together expertise, tools, techniques and craft skills from across the agency to connect consumers directly with what they were telling us they wanted.