Digital Direct - £24 of revenue for every £1 spent
Steak was set the end goal of achieving over 800 sales a month at a target CPA of £25 (inclusive of VAT, management and tracking costs). The challenge this presented became all the more demanding when the following obstacles were taken into account: Digital Direct is an internet-only brand, meaning it has no “bricks and mortar” presence to drive brand awareness.
As is the case for internet pure-plays as a breed, it suffers from a lack of offline visibility ie. no storefronts, and limited above the line advertising activity. For Steak, this meant virtually no existing brand recognition upon which to base a tactical search campaign: the idea would be to start from scratch.
