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Milky Lane - NiceCream Cake December Campaign
Nice’mas Cakes
Milky Lane – NiceCream Cake December Campaign
Integrated Organic Marketing | Summer Promotion | Sales Driver
Mily 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.
Challenge
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’
Solution
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.
Because of the episodic nature of our digital ad we were able to create a variety of different cutdown for social which were boosted with media spend. All of our social content again directed people back to our dedicated landing page.
Results
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
Now those are results worth celebrating.
