Published by olivia.wright@dontpanicprojects.com
Published Date 27.06.2023 
Bluebird Media is an award-winning, Nordic-based partner of choice for bold brands looking to improve everything digital. With the power of technology, human intelligence, and vast experience – we create meaningful value for our clients and the industry at large. In a rapid, but controlled pace.
Founded in Sweden in 2018, Bluebird has fostered an agile and process-driven culture that houses a team of world-leading digital professionals, offering best-in-class digital marketing strategies and services tailored to the needs of bold brands of the world.
We believe in focusing on people and letting the rest follow. By letting passion drive us forward and respecting data while simultaneously making human-intelligent decisions, we take it from great to extraordinary.
“We are incredibly proud of our team for the recognition we have received from the Global Search Awards. These nominations reflect the unwavering dedication and effort put forth by each member of the Bluebird Media family. It is truly an honour to be selected as finalists in two categories, reaffirming our steadfast commitment to providing outstanding digital marketing solutions for our clients. With our passion for our craft as the driving force, we will continue to strive to push boundaries and deliver excellence in everything we do.” – Magnus Dahlquist, CEO & Co-Founder of Bluebird Media
About our award-nominated work in 2023
Bluebird Media is thrilled to have been shortlisted in a total of four categories in 2023’s Global Agency Awards – making the lists for Best Global Large PPC Agency, Best Use of Search (B2B / SEO) together with Sono, and Best Use of Search (Fashion / Large) with Eton Shirts for two campaigns. Here’s an insider’s look into the magic that went into each nomination.
Best Global Large PPC Agency
Bluebird was founded in 2018 with a vision to disrupt a broken industry and change it for the better.
The industry has been suffering from a lack of transparency and ineffective media buying for too long, and the founders of Bluebird felt it was about time to raise the bar.
By combining the power of top talent, proprietary technology and vast industry experience, Bluebird has quickly grown to become one of the leading agencies in the Nordics: an integrated partner that helps Nordic brands win in an increasingly complex digital landscape.
Since its inception, Bluebird has managed to grow quickly while improving overall employee happiness as well as boosting client satisfaction. All while simultaneously moving our internal technology for profit-bidding and predictive future CLV bidding (Kuvio.io) into public use, thereby contributing to the community of industry peers.
Best Use of Search (B2B / SEO) together with Sono
When our client Sono came to us with frustration struggling to gain top-ranking positions in organic search for their priority product categories, we had to set up a plan for how best to attack this. One of the challenges was that Sono did not, in particular, have a lot of faith in SEO, as Paid Search over time had been the major income source online, and therefore getting the most recognition. This gave us a short timeframe and limited budget to convince them that SEO also deserves its place in the marketing mix.
What was our goal?
With a set timeframe and budget, increase revenue and users minimum of 50% in 2022 vs 2021 within a chosen top-priority product category. The project ended up with an organic increase of 244.5% in users and 88.5% in revenue within the category.
What did we do?
We began creating a strategy for how to improve positions for the product category page. Due to strong competition from the B2C market, we did not succeed in getting high enough positions to make a significant impact on the numbers.
So what could we do now? The time is running out!
We started looking into the marketing analysis we had done and changed our strategy halfway through our set timeframe of 3 months. We found possibilities within more upper funnel searches, thus starting to focus on commercial, but informational content instead.
We shot right up to first place on most of our targeted keywords with a single piece of article that we produced together with their content team. The results achieved were outstanding, with an organic increase of 244.5% in users and 88.5% in revenue within the product category, only by creating this one article!
It’s needless to say that the campaign achieved its objective by a good margin.
Overall, the campaign team demonstrated creativity, adaptability, and a data-driven approach that ultimately delivered outstanding results.
“Sono is one of the brands that give a good set of challenges. They are not selling “milk and bread products” to B2B customers, and share the organic and paid search landscape with strong B2C competitors. This forced us to constantly think wide and dig deep into the numbers. Fortunately, they gave us every opportunity to use our minds to do what we do best – Solid and creative work that ends in outstanding results which are perfect for award season!” – Jørgen Indsetviken, SEO Lead & Sr. Digital Specialist, Bluebird Media
Best Use of Search (Fashion / Large) with Eton Shirts
Turning low season into peak season
Together with our client Eton Shirts, we set out to turn a low season into a peak season – aiming to achieve a ROAS of 300% over a three-month period. And did we deliver on target? We sure did.
A significant improvement in performance sets this case apart. Let’s take a closer look.
Eton Shirts is a high-quality brand focused on timeless style, quality, and design. Its target audience is primarily men aged 35–49 from around the world. Their products are relatively expensive, but their typical customer is less price sensitive than the average customer.
When we implemented our SEM structure, it was crucial to target people in the market for products within Eton’s price range. We saw the need to limit the number of ads shown for irrelevant audiences, i.e. users searching for cheaper products. It was also crucial to gain more control over which products got premiered in the shopping result, i.e. by lowering visibility for low-performing products. To do so, we needed to improve the campaign structure and feed quality.
Getting started, we had a clear strategy in mind, consisting of two facets: ensuring-high quality data in the feeds and proper bid management.
With insights from Google Analytics and Google Ads, we observed that it was necessary to develop a shopping structure that took the profitability of product categories into account. We used Channable, a third–party feed-management tool, to enrich the feeds with proper attributes. It was also highly central to boosting visibility for Eton’s latest collections, we therefore created custom labels that separates new and old collections. Also, to make more profitable products more visible, we split the product categories into two ad groups within each campaign. All of this was later used as a foundation in our bid strategies, allowing us to bid higher on new products and more profitable products. To better match the products with users’ search queries, we also used Channable to improve the quality of the already existing attributes, such as product title and product type.
The final step of our strategy was to work efficiently with automated bid strategies. For brand search, that meant moving over to a bid strategy that targeted impression share to a set CPC. After collecting enough data for the generic campaigns, we moved over to target ROAS.
The strategy resulted in an uplift in terms of revenue and ROAS across all of the campaign types.
“It’s a true pleasure to work with Eton Shirts, and I’m incredibly proud to be nominated for the European Search Awards alongside them. This nomination is a testament to how effective collaboration can deliver outstanding results. Through product feed optimization, campaign consolidation and efficient bid management, we achieved impressive results that exceeded our expectations. The significant improvement in ROI and Revenue, both YoY and PoP, is a clear indication that our hard work has produced valuable results!” – Malin Aronsson, Sr. Digital Specialist, Bluebird Media
SEO Across the Globe
In the heart of the fashion industry, a collaboration was born between Bluebird Media and Eton Shirts. The mission was clear: to elevate Eton’s online presence and drive organic revenue through a strategic SEO campaign. This journey, which spanned across four different markets – Sweden, the United States, Germany, and France, was not without its challenges, but the results speak for themselves.
In this partnership, Bluebird Media joined forces with Eton Shirts, a luxury brand renowned for its quality men’s clothing. The campaign was designed with a clear target audience in mind: fashion-conscious men aged 35-49 who are willing to invest more for superior quality in their clothing choices. The objective was to ensure that the site was using keywords with the right intent, attracting traffic from users who were committed to purchasing Eton’s products.
The strategy was simple yet innovative. Rather than prioritizing the most searched terms for a given product, Bluebird Media looked into variations they thought their audience might use that retained the correct search intent. The focus was not on mass traffic, but on reaching the target audience with both transactional and informational content.
The implementation of the strategy involved updating titles, meta descriptions, and body content, and then acquiring external links to target the updated keywords. Markets were prioritized based on search demand, historic SEO measures, and current organic performance seen from a revenue standpoint.
The journey was not without its challenges. One of the main hurdles was the need for language expertise that wasn’t available in-house. This was navigated by collaborating with external SEO and copywriting talent, ensuring together that the final product met the client’s expectations. Another challenge, specific to some markets, was the lack of search demand for some of the more niche products, such as terry shirts. To navigate this, the team decided to target search queries that effectively described the unique attributes of a terry shirt.
The results were impressive. When comparing the period from November 2022 to February 2023 year-on-year, there was an average increase in organic revenue of 60% across the markets involved in the operation. Organic sessions also saw a considerable boost, with an average increase of 52%. This campaign ultimately led to a notable boost in both sales and traffic across these markets.
In conclusion, this case is a testament to the power of collaboration and innovative thinking. It shows that focusing on search volume can in some cases be unfavorable because other areas are neglected. The main objective should be to show the right content to the right user.
As Villiam Karasti from Bluebird Media puts it: “This campaign underscores the power of precision in digital marketing. By aligning the right content with the right audience, we’ve seen that it’s possible to not just increase sales but also to drive a surge in traffic. It’s a testament to the fact that success in our field isn’t always about casting the widest net, but rather about understanding and targeting the right intent.”
