Currys claims World Cup victory on the High Street

Background

STEAK was appointed in May to provide SEO services to Dixons Retail, the electrical group which owns Currys, Dixons and PC World, to create defined natural search strategies for each of the three brands to achieve online revenue targets and effective integration with other digital and offline marketing activities.

Aims

Currys wanted to tie into the desire by football fans to upgrade their TV sets in the summer.  By offering £10 off the price of premium TV sets for every goal England scored offered a topical promotional tie-in to the World Cup.

Execution

STEAK took the content Currys were using to promote the World Cup offer and created a content campaign that helped build quality links to currys.co.uk, together with a range of other link-building techniques.

Results in 3 months

Despite the recession, Currys large-screen TV sales were up 40% compared to the last World Cup, while competitors saw flat sales - the 'cash for goals' offer helped but so did the fact that they were ranking at position 1 on Google for the keyword 'televisions. Steak's content campaign delivered a ranking improvement of Currys from position 11 to position 1 by late May in time for the World Cup push.

Any customer who bought a TV worth more than £699 during the promotion period, got back £40 despite England only scoring three goals during the tournament; because DSGi included Frank Lampard's strike, despite the controversial decision to disallow the goal.

DSGi were able to announce news in September that it won the "High Street World Cup" as the promotion helped the retailer to deliver a 6% rise in the UK like-for-like sales vs the previous year.