This year’s Best Overall Enterprise SEM Initiative Landy Award field was a competitive one. The winner needed to utilize best in class tactics and initiatives, various platforms and tools, and, of course, improve visability and/or convert new customers on major search platforms and earn a positive return on investment. When the dust settled in the judges’ room, there was only one agency left standing: Acronym.
Acronym took home the win thanks to their work with Scotts Miracle-Gro. They were able to build a unique set of key performance indicators (KPIs) that helped to influence and inform customers on what is a very offline purchase. Furthermore, the identification and categorization applied to the various steps that a customer takes throughout the research stages. The creation and implementation of this system not only helped them drive success for their client but also helped them take home the Landy.
Acronym stated the following about the Scotts Miracle-Gro account:
‘Tackling a client that primarily does not sell their product online while still showing tangible successes can be a challenge. We worked on a set of KPIs with the client tied to user research stages, and through a creative combination of human ingenuity and algorithms built within our tool Keyword Objects we were able to categorize keywords by intent at scale, and see real successes in how we optimized day to day.”
Overall, this campaign was no miracle, but instead a well-thought-out effort, and the numbers were too impressive (and unique) to ignore.
“It’s been great to work with Scotts Miracle-Gro, who have been very collaborative and open to ideas and testing throughout. Seeing the results of our efforts together has been rewarding for both teams.”