How It Started

Stena Line is a well-known brand in the Pomeranian Voivodeship. However, our goal was to expand the brand’s reach to potential customers across Poland and inspire them to travel by ferry.

Our objective was to increase the number of real blog readers and drive traffic to the brand’s offer pages.

What Did We Do?

We focused on the first two stages of the sales funnel. We started by building brand awareness (stage 1) and then ensured a strong presence during the consideration stage (stage 2).

In practice:

• We researched the market and analyzed similar companies’ activities.
• We recommended a new approach to blog content and developed a concept for thematic posts.
• The articles were promoted through native ads, targeted based on interests and geography.
• From the acquired traffic, we created dedicated remarketing groups.
• People who showed interest in the blog content received Stena Line offers tailored to their preferences.
  
  

What Did We Achieve?

The goals set at the beginning of the collaboration were achieved, resulting in excellent campaign metrics. Thanks to our efforts, the readership of the „Stenariusz Podróży” blog doubled.

As a result of our activities, 52% of the blog traffic came from the campaign, with an average cost per click (CPC) of 56 groszy.

Was the traffic from the campaign valuable, and were users engaged? Absolutely! As many as 35% of new blog readers demonstrated engagement by reading the entire article, and the number of users redirected from the blog to offer pages increased by 41% year-over-year.

ROAS (average basket value/cost of a transaction made by someone who interacted with the campaign – CPA) reached 660%.

Results: Consideration Stage

• 0.31% CTR in the remarketing campaign after visiting the blog.
• +41% YoY increase in blog readers redirected to offer pages.
  
  

Results: Geography

• The share of visits from outside the Pomeranian Voivodeship was 93% (campaign) vs. 77% (overall traffic).
  
  

Pro Tip from a Specialist: The Role of Content

The importance and role of content marketing are growing. According to forecasts, in 2023, 51% of B2C companies and as many as 66% of B2B companies will increase their content marketing investments. What does this mean? Invest in building a content strategy, as it will become one of the key areas of brand communication.

How to do it:

1. Start by defining your goals and selecting the appropriate KPIs.
2. Analyze your competitors’ content activities—pay attention to topics, formats, and channels. Try to assess what works (e.g., based on engagement).
3. Analyze your past activities. Check if they align with your brand and communication strategy.
4. Get to know and define your audience based on the data you have. You can also commission external research to better understand your content’s audience.

The collected information will help you define the main narrative, communication contexts, and key guidelines (check out some valuable tips).

Sources:

[1] The top 5 B2C marketing trends of 2023, Hubspot 2022, available on blog.hubspot.com, and B2B Content Marketing: Benchmarks, Budgets, and Trends, Insights for 2022.

This case study was published in the „Casebook E-commerce” issued by IAB.