Leapfrogg triumphs at UK Agency Awards and Online Retail Awards

We’re absolutely delighted to announce that Leapfrogg has taken home the award for ‘Best Medium Agency Brand’ at the UK Agency Awards 2015.

Established this year, the UK Agency Awards are the first awards of its kind, which aim to identify excellence in the running and growth of agencies, ranging from digital to design.

The competition was fierce, with seven agencies shortlisted in the Best Medium Agency Brand category. The judging panel consisted of an esteemed panel of industry leaders and experts from companies such as Google, Vodaphone, Wickes and Microsoft and involved a rigorous two judging stage process.

The judges said, “Leapfrogg had a very strong entry and was an outstanding example of agency branding and marketing. We admired how quickly Leapfrogg seemed to completely own the premium retail marketing space and have gone into a niche area where they have a consistent brand.”

Leapfrogg’s Managing Director, Rosie Freshwater, and Insight & Strategy Director, Lucy Freeborn, both attended the awards ceremony at The Emirates Stadium in London. As well as taking home the award, Lucy was also extra excited that she got to meet BBC Radio 6 Broadcaster, Shaun Keaveny! UK Agency Awards 'Best Medium Agency Brand' winners Rosie, who accepted the award said,“We are absolutely delighted to be recognised for the brand we have worked so hard to establish over the years. It is really hard to stand out in what is a very crowded market, so we are delighted our passion and expertise around premium & luxury retail is coming across loud and clear.” We would like to thank all the team at The UK Agency Awards for a wonderful night and congratulations to all the winning and shortlisted agencies, you can see them all here. In more awards news, we were also very chuffed to take home an award of commendation at the Online Retail Awards 2015 earlier in the month. We received the commendation following our highly successful paid search campaigns for our client MPB.com.


Up next…The Ecommerce Awards 2015, where Leapfrogg is a finalist in the ‘Best Online Agency’ Year category. Fingers crossed!

Lucy Freeborn speaking at BrightonSEO

On Friday 18th September our Insight & Strategy Director, Lucy Freeborn, will be speaking at BrightonSEO.

BrightonSEO is a one-day search marketing conference held, not surprisingly, in Brighton. It takes place twice a year and brings together some of the best speakers in the world of search.

Lucy will be delivering a talk about what we have learned from our recent engagement reports. She will look at which retailers are winning in the crowded premium and luxury brand space, how they engage audiences to grow market share and what lessons we can learn from them.

You can catch Lucy’s talk as part of the digital PR set of talks in the Old Court House which runs from 11:30 – 13:00. Places will be limited, so make sure you get there early!

Find out more about BrightonSEO here.

Rosie Freshwater speaking at Decorex International 2015

We’re pleased to announce our Managing Director, Rosie Freshwater, has been selected to speak on a panel at Decorex International 2015.

Taking place on the 20th – 23rd September 2015, Decorex International is the UK’s top luxury interior design event. The event is in its 38th year and is internationally renowned for being the event to discover the very best and most coveted products from their collection of 400 hand-selected exhibitors.

On Tuesday 22nd September, Rosie will be taking part in a seminar session entitled ‘Luxury in a Digital World’ which explores the challenges and opportunities for interior brands and retailers online and how they can differentiate themselves from the competition. Also on the panel is Emilo Pimental-Ried an Editor and Stylist, Paolo Moschino from Nicholas Haslam and Giles Kime, Editor of Homes & Gardens Magazine.

Rosie said “I am super excited to be talking at such a prestigious event and look forward to exploring the important role of digital within the luxury home & interiors market.”

You can follow the action via @leapfrogg and #Decorex.

Find out more here.

Decorex speaking logo

Cast your vote in the Leapfrogg Customer Engagement Awards!

We’re delighted to announce the launch of The Leapfrogg Customer Engagement Awards to recognise excellence in the way retailers are delivering relevant content and engaging socially with their customers.

Engaging content pays a crucial role in the customer experience and how brands build relationships with you – in fact, 54% of people would consider no longer shopping at a retailer that failed to deliver them tailor-made, relevant content.

In light of this, we’ve recently been busy investigating how successfully premium retailers across different sectors understand their audiences and engaging with them in our series of engagement reports. We have analysed retailers across different sectors and scored their engagement levels across Twitter, Facebook, Instagram and Pinterest to give each retailer a total engagement score out of 25.

The five top scoring brands from each sector who we believe are leading the way with engagement have been shortlisted in the awards.

Now we need you!

We want to know who YOU think are the most engaging brands from the categories below:

  • Multi-brand fashion
  • Heath & beauty
  • Footwear
  • Furniture
  • Womenswear
  • Menswear
  • Food & drink

Voting is easy – simply complete the survey in the box below or click here and select which brands or retailers you think deserves to win a Leapfrogg Customer Engagement Award. We estimate that the survey will take no longer than five minutes of your time.

As a thank you, everyone who votes in the Customer Engagement Awards will be entered into our prize draw to WIN a luxury hamper from Fortnum & Mason filled with goodies plus a £100 shopping voucher for Selfridges. Please ensure you enter your contact details at the end of the survey to be in with a chance to win. Voting closes on the 30th of September and winners will be announced and contacted on the 1st October.

Terms and conditions

Voting closes at 11:59pm on September 30th and the winner will be announced and contacted on October 1st. One entry per person. Entrants must be aged 18 or over and resident in the UK. Entry is open to all UK residents except employees (and their families) of Leapfrogg, its agents, suppliers and any other companies associated with the competition. Leapfrogg reserves the right to amend or alter the terms of the competition at any time. Reasonable efforts will be made to contact the winner. If the winner cannot be contacted by midday on October 5th, or they are unable to comply with these terms and conditions, Leapfrogg reserves the right to offer their prize to another entrant selected at random. The prizes are as stated, are not transferable to another individual and no cash or other alternatives will be offered. This competition is in no way sponsored, endorsed, administered by or associated with Facebook. If you selected ‘yes’ to question 11, you will be signed up to The Premium Panel mailing list. Your data is secure and will not be passed onto any third parties. You can opt out of The Premium Panel at any time by emailing [email protected] or unsubscribing directly from our newsletters.

Twitter displayed in desktop searches and Facebook referral traffic increases

 

This week there have been a few developments in social media that we thought were particularly interesting. Read on to find out about Twitter’s new partnership with Google and how recently published data shows that Facebook has now overtaken Google for referral traffic.

 

Twitter results displayed in Google desktop searches

Following an initial test on mobile and in the U.S, Twitter has officially begun to roll tweets into Google desktop search results for all English language searches.

The agreement between Twitter and Google was designed to put “real-time info” into Google searches, as well as providing Twitter with a larger audience for their content to promote the service in a relevant and engaging way. This partnership is great news for Twitter who has recently declared stagnating user growth and subsequent investor fears.

Now when you search on Google, a feed of the latest tweets relating to the search term will appear in a carousel in the main column of organic search results. Typing in a hashtag into Google also generates a list of trending tweets on that topic.

The tweets will only show when Google deems them to be relevant to the search results and users do not need to have Twitter account to click on the tweets. So far, we’ve started to see tweets appear in search results for both us and also some of our clients.

tom dixon

 

This change increases the chance of your content being discovered and it’s also another area your brand can dominate in the search results. For example, a fashion retailer might have a nice informative blog post about the latest seasonal trends and how to get the look with their collection. but on the flip slide, negative tweets about your brands might appear, so it highlights the importance of providing exceptional customer service at every touch point.

Facebook pulls ahead of Google in referral traffic

In more search and social news, recent data from traffic analytics firm Parese.ly has shown that Facebook has overtaken Google in driving traffic to news sites.

In its quarterly Authority Report, Parse.ly looked at referral traffic to the top 100 news sites (as ranked by comScore and Alexa) from May – July. They found that in this period, 43% of the referral traffic came from social and 38% from search.

Google has traditionally made up a majority of referral traffic. However, the search giant peaked in October 2013, when we saw Facebook traffic start to steadily increase. Google has always remained dominant until the last quarter, when Facebook’s referral traffic share made up 38.3% compared to Google’s 35.8%.

Social media is very agile and instantaneous – a breaking news story is likely to surface on social media first so people are checking these channels first for news, rather than traditional websites as it takes time for content to be uploaded.

 

The Hype: what’s hot and happening in premium retail this month?

Welcome to The Hype – a monthly digest of the hottest products, trends and innovations from the world of premium and luxury retail, hand-picked by our Premium Panel.

Selfridges Opens Christmas Shop 143 days before the big day

Last week Selfridges claimed to be the first department store in the world to open its 2015 Christmas shop as it bids to capitalise on summer tourist trade.

Selfridges has transformed 3,000 square feet of its fourth floor into a winter wonderland filled with festive treasure, gifts and decorations. The department store’s theme for Christmas 2015 centres around ‘Journey to the Stars’, which store bosses said is its “most unconventional Christmas scheme to date.”

This year’s big trends include personalised decorations, black and white monochrome and iconic London decorations, which are expected to prove popular with their key target audience of tourists. What do you think – too early?

Etsy to launch in Selfridges as it moves into UK bricks-and-mortar space

As part of Selfridges ‘festive concept space’ mentioned above, the online marketplace, Etsy, will be launching a pop up space as the online marketplace takes a further step into the bricks-and-mortar space in the UK.

Etsy, which sells handmade and unique products created by around 1.4 million sellers across the globe, will stock a host of products based around Selfridges’ ‘Journey to the Stars’ Christmas theme.

At least six Etsy sellers will be selling products such as dream catchers and astrological prints at the store. The sellers will also be on hand to lay on live crafting sessions at Selfridges.

Cambridge Satchel Company x Vivienne Westwood

After printing the leather comes making the @viviennewestwoodofficial bags… Are you getting excited? #CSCxVW

A video posted by camsatchelco (@camsatchelco) on

July also saw accessories brand The Cambridge Satchel Company team up with iconic designer Vivienne Westwood for the second time to produce a limited edition collection of bags.

The new collection features three of The Cambridge Satchel Company’s styles in three lust-worthy colour ways printed with Westwood’s iconic squiggle print. The print is screen printed directly on to the leather by the printer that has produced Westwood’s iconic Pirate Boots for over 30 years.

The range is available exclusively at Vivienne Westwood and The Cambridge Satchel Company’s stores and cambridgesatchel.com and definitely offers a more affordable option to anyone lusting after a Vivienne Westwood bag. You can take a look at the collection here.

Harvey Nichols uses CCTV footage of real shoplifters in new advert

High-end department store Harvey Nichols has become renowned for creating controversial adverts that get people talking, and their latest ad for their new Rewards app, continues their tried and tested formula.

The online film, created by Adam&EveDDB and produced by the Layzell Brothers at Blink, shows security footage of real-life shoplifters stealing from Harvey Nichols and being caught by security staff. The shoplifters’ identities are concealed by the addition of cartoon animated faces which adds a touch of humour to the advert.

In addition to the online film, there is also a print campaign, showing stylish shoppers being caught red-handed, and in-store activity reminding potential shoplifters that there’s now a legal way to get a freebie by using their new loyalty app.

 

Leapfrogg shortlisted for three industry awards

We’ve had a great month for awards this month, as we’ve been shortlisted for three prestigious awards in The Online Retail Awards, Ecommerce Awards for Excellence and UK Agency Awards.

The Ecommerce Awards

The Ecommerce Awards celebrate the very best the industry has to offer from ground-breaking innovations and campaigns to customer service excellence and revenue growth.

We’re up for Best Online Agency which recognises the best Design, Creative, Marketing, Social Media, PR agencies working in ecommerce.

To be shortlisted for this award, it was a requirement to supply details of a range of successful client case studies which demonstrated tangible and proven results, innovation, imaginative execution, performance against objectives, as well as client retention.

We’re up against some great agencies and looking forward to hearing the results at the ceremony on the 30th September in London.

To read more about the awards, click here.

Online Retail Awards

Continuing our retail successes, we’re also up for two awards in the Online Retail Awards 2015.

The aim of the Online Retail Awards is to seek out examples of retailers’ web, mobile and tablet sites and advances in digital stores that offer great online shopping experiences for customers.

We have been shortlisted in the ‘travel, leisure, music, pastimes & entertainment’ and ‘online retail marketing campaign of the year’ categories for our work with MPB.com. The results will be announced on the 15th September at the Royal Garden Hotel in London.

The UK Agency Awards

The UK Agency Awards is a new awards event launching in 2015. It is the UK’s first awards recognising excellence in the way that agencies are run, marketed and grown. The awards are open to all creative, design, digital, marketing, advertising, media and public relations agencies that are based in the UK.

We’re delighted to be up for ‘Best Medium Agency Brand’ which looked at our positioning and USP, brand strategy and marketing as well as our industry recognition and results.

The UK Agency Awards take place on the 10th September at the Emirates Stadium.

It looks like September is going to be a busy month for us – wish us luck!

Christmas in July: what should you be planning now?

With the summertime (supposedly) in full swing, the last thing anyone wants to do is start thinking about the upcoming festive season. However, for online retailers, Christmas really does come early and identifying a strategy now can make the difference between success or failure at the most important time in the retail calendar.

To highlight this point event further, last year Ometria found that customers acquired at Christmas time are 59% more likely to purchase again the next year, when compared to those who were acquired at other points in the year. Christmas is therefore a great time to acquire loyal customers, not just one-off seasonal purchasers.

Every year, we feature our top tips to start planning for the Christmas season and although we still stand by what we suggested in 2014, we’ve expanded on a few of the points and provided some new tips to help you get prepared…

Speak to your customers!

Our Managing Director, Rosie Freshwater, is a huge advocate of running surveys to gain insight about your customers and establish their shopping behaviour. Create a simple survey using a service like Survey Monkey and offer your customers an incentive for filling it in such as a giveaway or discount. Ask them if they are likely to shop with you for Christmas gifts this year and if so, what categories, price points and people they will be shopping for. This will give you a good steer on where to spend your marketing budget.

We also suggest asking your customers how you can give them the perfect shopping experience this Christmas. Ask questions around preferred delivery options, customer service channels and gift wrapping, as well as the types of gifts they will be looking to buy and who they will be buying for. Use this insight to get your Christmas promotions on point.

In a nutshell, it’s crucial to understand and profile your customers and then build your marketing strategy around them.

Get your website up to speed

Google satisfaction

As well as the survey questions above, ask your customers what they think about your website and invest some user testing sessions to identity any issues on your website. Services like WhatUsersDo are great help identity any issues in your customer journey and the user experience of your website. By doing this now, you’ll allow yourself ample time to make any necessary changes to your site.

Start a program of CRO testing, so you can be sure that your landing pages are converting well when it comes to the key Christmas period. Consider the page layouts, your basket, usability of checkout and test what are good merchandising and upsell opportunities on your key pages.

We also recommend running an optimisation review and a natural and paid search gap analysis as soon as possible. This will ensure that any well performing paid search terms are included on your site. Be sure to sense check the terms you are promoting to ensure these are still potentially good traffic drivers.

Start planning your specific Christmas landing pages now to ensure that you have strong landing pages for any campaigns you are running as well any Black Friday/ Cyber Monday promotions. While on the topic of Black Friday – make sure you have a watertight plan, as many retailers were caught out by its popularity last year and it’s predicated to be even bigger in 2015. Start planning everything from your product strategy and promotions to fulfilment and delivery.

Social media and content

Surface View_FB ad

When preparing any paid social campaigns, think about the platforms you are running campaigns on and what your audience looks like on each platform e.g. is your Facebook following mainly women while your Twitter followers are men? Use this insight to create campaigns that are appropriate for each channel. Look at your campaigns from last Christmas and see what you can learn from them – what worked and what didn’t?

Imagery and video content is REALLY important – it’s what grabs the reader’s attention, whether that’s a blog post or a Facebook update. Therefore, any creatives shouldn’t be an afterthought when creating Christmas content. Make sure you have the resource to create awesome images that reflect your brand and will engage your audience.

Also, ensure your social team are working very closely customer service department if they sit in separate teams. Typically, Christmas will be a busy time for them, but it’s likely there will be an increase in enquires and complaints coming through from the social too. Agree who is responsible for dealing with queries and and customer enquiries or problems are dealt with in a quick and efficient manner.

Paid search

Make sure you have visibility of every promotion you will be running over the Christmas period and how they will be promoted, so you can plan your campaigns around them. Look back at which promotions have worked best in the past, such as flash sales, free delivery or discounts, and focus on these in your Christmas promotions.

Plan your paid search budgets to anticipate shifts in search volume for big shopping days such as Black Friday and Cyber Monday. Take a look at your data from last year to see which days were the most popular and plan accordingly.

Upload all new advert creatives well in advance of their launch to ensure they are reviewed and approved before your campaign starts – this includes both text and image ads. Don’t let Google hold up getting your campaigns started!

Lastly, make sure your product feeds are fully optimised for Google Shopping which is a key channel for Christmas shopping when consumers are looking for specific products. By not having visibility in Google shopping, you’ll be missing out on a huge chunk of traffic.

As you can see there is certainly lots to be thinking about and this blog post has only just scratched the service. The key to having a successful Christmas is to start now, plan well ahead, and be organised! If you’d like to talk to us about your Christmas strategy, then do get in touch, there’s only 152 days to go…

The Hype: what’s hot and happening in premium retail this month?

 

Welcome to The Hype – our monthly digest of the hottest products, trends and innovations from the world of premium and luxury retail, hand-picked by our Premium Panel.

 

 

 

The Net Set launches

Last month saw the launch of the Net-A-Porter’s highly anticipated social network – The Net Set.

The Net Set allows you to virtually shop with the most stylish women on the planet, including the likes of Poppy Delevigne and Laura Bailey, as well as a community of like-minded fashion fans, sorted into ‘style tribes.’ Features include being able to shop any item directly from the app, and if you upload your own style or outfit, their image recognition tool will find similar styles for you to shop.

We’ve written up some of our thoughts in a blog post here. The general consensus is that it’s a great app that really adds value to the Net-A-Porter shopping experience. We just wish everything wasn’t so expensive!

Walls Ice Cream x ASOS

The iconic ice cream brand Walls and online retailer ASOS have teamed up to create a 16-piece kitsch collection inspired by your favourite retro ice lollies, including Twisters, Rocket lollies, Feasts and Mini Milks.

The festival-friendly collaboration launched this week and features crop tops, sequinned mini-dresses, jumpsuits, socks, novelty Feast clutches, and Twister-inspired shoes.

Check out the full collection here.

Image via Metro.com

H&M x Balmain

Last month, the creative director of the Parisian house of Balmain, Olivier Rousteing, revealed that he was collaborating with high-street giant H&M for their next designer collaboration. The collection will hit the stores on November the 5th, and will feature clothing and accessories for both women and men.

Rousteing’s aesthetic is full on glamour and it will be interesting to see how this translates to the high street. Either way, we predict a sell-out!

Choo Hound by Jimmy Choo

Last month Brazilian artist Rafael Mantesso and his Bull Terrier, Jimmy, collaborated with Jimmy Choo to launch Choo Hound – a capsule collection of leather accessories.

Mantesso captured the attention of dog lovers all over the world last year when his playful illustrations of Jimmy went viral across instagram and the internet. Jimmy Choo’s Creative Director was so enchanted by Mantesso’s illustrations that she approached him directly to create a series of fun, tongue in cheek drawings of Jimmy to decorate a capsule collection of leather accessories.

The Pre-Fall 2015 collection includes tote bags, purses, cosmetic bags and iPhone cases and some seriously special leather dog collars. We think our office dog, Nora, would look great in one!

Image via Instyle.com

Karen Walker and Liberty

Liberty’s latest collaboration sees the iconic London department store lend its prints to Karen Walker’s eyewear. Choose from the Super Duper Strength, Harvest and Number One sunglasses styles in one of three Pereira print colourways.

Image via we-are-scout.com

Tom Dixon Sample Sale

If you’re in London this weekend, we recommend popping into Tom Dixon’s Sample Sale in Islington. Tom Dixon designs stunning, contemporary homewares. The sample sale runs from 5-7th june and will stock lighting, furniture and accessories at up to 70% off. More information here.

See you next month!

 

Leapfrogg announces five new client wins

During the first quarter of this year, we’ve been successful in winning a number of fantastic retail clients and I thought I should take the opportunity to tell you about them and the exciting work that we will be doing.

First and foremost, we are delighted to have been appointed by The Dune Group – a global leader in fashion footwear and accessories with 46 UK stores, concessions in a number of high street retailers and available in a further 12 countries around the world.

Last year, we ran a workshop to help Dune’s team to work in a more joined up way where content is concerned. Following this work, Dune has appointed us to help them develop their broader natural search strategy with the aim to increase brand awareness, traffic and customer acquisition.

We’ll be supporting Dune to bring greater structure to their content strategy by helping their internal teams to work in a more cohesive way and develop a more creative, joined-up approach to their natural search, integrating in-house content, online PR, blogger outreach and social media activity.

Another new client in the footwear sector is G.H Bass. Founded in 1878, G.H Bass is an American heritage footwear brand best known for creating the iconic ‘Weejan’ – the worlds first penny loafer.

Currently G.H Bass shoes are stocked in Office, Schuh and ASOS and we’ll be working with them to increase their online brand awareness and customer acquisition as they launch their direct to consumer channel in the UK, followed by other European countries later in the year.

Moving on from footwear to fireplaces, we’ve been appointed by Chesney’s – the UK’s leading supplier of luxury fireplaces and stoves – to ‘ignite’ their digital strategy. We’re currently working through our insight and strategy phase, planning activity website optimisation, content, online PR and blogger outreach, social media and paid search.

Over in the fashion sector, new brands The Cult and Classic and The Vampire’s Wife have also appointed us as their digital marketing partner.

The Cult and Classic is a brand new luxury fashion website which offers a carefully curated selection of premium labels such as Bella Freud, Antipodium and Rupert Sanderson. We have been appointed to look after their full digital strategy and support optimisation of their new website which launched fully last week.

Last but not least, we’re also working with The Vampire’s Wife, an exciting new fashion brand to deliver social media and content support as they launch their first collection later this year.

We look forward to supporting these great brands in 2015 and beyond!