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Display media and affiliate marketing to be added to search engine marketing activity

Fat Face, the active lifestyle brand, has selected independent digital agency Blue Barracuda to handle its digital advertising activity.

The agency will produce and execute a strategy to plan, buy and optimise online media and affiliate marketing for Fat Face in order to drive online brand awareness and recruit new customers. The activity will be integrated with search engine marketing on Google, Bing and Yahoo!, which has been managed by Blue Barracuda for four years. 

Blue Barracuda will use creatives designed in-house by Fat Face, which click through to the relevant area of the site. A targeted media campaign will use targeting and retargeting initiatives across advertising exchanges and networks, such as ExchangeLabs and Struq – using dynamic creatives – as well as social graph targeting.

Extending online marketing effectiveness 

The agency’s affiliate marketing team will manage relationships with key networks and super affiliates, such as voucher code sites, as well as seeking partnerships with relevant brands. The search team will add tools such as Google Places and Google Products to its existing activity, as well as running remarketing campaigns to drive reach and to inform the display advertising.

Alison Shears, direct marketing manager at Fat Face, explained: “Blue Barracuda has managed our search engine marketing for a number of years and we have always been impressed with the agency’s attention to detail and willingness to go above and beyond targets. By consolidating all our online marketing activity into one agency they will be able to help us drive incremental online sales and revenue.”

Martin Talks, Blue Barracuda managing director, added: “Fat Face is a strong brand with a good heritage and a loyal customer base. Its marketing activity has been very successful to date, but we can help to increase the percentage of new users to the site, while increasing the lifetime value of existing customers. We’ll look at carefully targeting potential customers using sophisticated technology and targeting techniques and minimising media wastage. Display, search and affiliate marketing can work together with insights shared across the teams to ensure we continue to optimise the campaign.”

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