dot london

HOW OUR CONTENT MARKETING TEAM PUT BUSINESS ON THE MAP

From ‘Hoxton’s Hottest Curry’ to ‘Greenwich’s Greenest Gardener’, Winter 2017 saw tube carriages and billboards plastered with animations featuring a range of fantasy London businesses. This playful creative was commissioned to build awareness of Dot London, the capital’s own domain name.

The project became a true Havas Village campaign. The creative was led by Havas London with Cake’s content marketing team brought in to maximise the impact of the content online. We focused on earned media coverage to drive traffic and editorial to improve onsite engagement.

Our first port of call was to bring the website in line with the out of home creative. Cake’s design team provided a new skin to create a seamless flow between off and online.

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Once on-site, content that inspires, entertains and educates is essential to building and retaining visitors. In this case, the business benefits of a Dot London domain. With such a broad range of passionate Dot London business owners – or ‘Dot Londoners’ – it was clear the best way to drive consideration was to provide a platform for them to tell their own inspirational stories.

We subsequently launched an interactive map, showcasing these pro-London businesses and featuring interviews of how Dot London helped make their business. As Henrietta Adams, founder of Shoreditch-based fashion label Henri, put it:

Because I have the henri.london website, my business is slowly morphing into Henri London.
I think this is attractive not just to Londoners, but on an international scale too.
But it also fits. Henri is a London brand

 Dot London's 'Discover' map

Dot London's 'Discover' map

The map soon became the fourth best performing piece of content on the site since 2014 - and counting. Meanwhile, the accompanying case studies and advice pieces now comprise the most-read editorial pages on the site of all time.

Visitors were also staying on the site for longer, as the number of pages viewed per session increased by 21%. We think this makes the case for useful, informative, yet personable content.

In fact, when we started outreaching the content, we quickly found Dot Londoners beating us to it:

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This advocacy proves that a real business community is taking off. Unprompted, enthusiastic Dot Londoners took to social media accounts to talk about their inclusion.

But it wasn’t just business owners taking an interest. Dot London was also picking up valuable coverage in the likes of Brand Quarterly, londonlovesbusiness.com and The Memo.

The campaign was rounded off with use of a uniquely commissioned survey which provided an additional angle for coverage. One key stat was that 47% of Londoners have had an idea for a business which they’ve never followed through with. This provided the perfect path to our content, written to inspire would-be entrepreneurs to take the plunge and buy a domain.

Results at a glance:

1. Improved site structure and content led to 39% increase in conversion rate.

2. Referral traffic from earned coverage increased by 719% after the out of home and 375% after the TV campaign.

3. Just ten pieces of blog content achieved 54% of all time editorial views.

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About the team

Our best in class creative team has been growing over the past few years. We’re building a content team which is adept at tackling a range of projects including copywriting, editorial strategy and web development. Our Dot London example shows how each of these strands came together in one project with real heart and soul.