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|Milkylane - NiceCream Cake Campaign

Milky Lane - NiceCream Cake December Campaign

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Milky Lane – NiceCream Cake December

Integrated Organic Marketing | Summer Promotion | Sales Driver

Milky Lane launched its Festive NiceCream Cakes and needed a campaign to raise awareness for this seasonal promotion and drive sales through their online ordering platform.

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NiceCream Cakes is a term that only Milky Lane customers are familiar with. To really drive sales, we needed to ensure that Milky Lane showed up whenever people searched for ‘Ice Cream Cakes’.


We started by creating a video that showed the festive moments that consumers can enjoy with a Nice’mas Cake over the holidays. It was housed on a dedicated landing page on the Milky Lane website, along with a write up about all the cakes on offer and a link back to the online ordering platform. In addition, we created off-page articles to seed out to local publications in order to build links back to the page and increase our Google authority for the search term ‘ice cream cakes’. The articles covered topics such as ‘The Perfect Dessert for a Festive Celebration’ to ‘Our Festive Holiday Checklist’, and these also housed high quality lifestyle content that people would engage with. We then updated all of Milky Lane’s restaurant location pages with Nice’mas Cake content creating a further 60 links back to our NiceCream Cake page.

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With all the quality links from social and our offsite articles pointing back to our page we reached Position 3 for the keyword search ‘ice cream cakes’ within Google’s organic search results.

37% increase in Nice Cream Cake sales

2 mil people reached on social

9 000 link clicks to our landing page