case study

the benefits of DuraPost
for Birkdale sales

DuraPost, from Birkdale Sales, is a stylish, secure and easy to maintain steel post system suitable for virtually any type of fencing. Made in the UK from galvanised steel and available in a wide range of contemporary colours, this is a more sustainable fence post than traditional timber and concrete versions.

Vivid was approached by DuraPost for support with their digital marketing, with the objective of promoting their sustainable fence post, both to the trade and end users, presenting it as an excellent alternative to traditional fence post systems.

We designed a consumer-demand marketing campaign, and a follow-up digital marketing campaign, resulting in a 272% increase in cost-efficiency for Google Ads.

83m

brand impressions

272%

increase in Google Ads cost-efficiency

60%

reduction in average cost per click

bespoke and

Consumer-focused

Our relationship began with Durapost by designing a consumer demand marketing campaign, which included brand and product positioning and messaging along with creative design of campaign assets. The ongoing campaign included paid search, display, retargeting and social media ads.

cost-effective

Spend on ads

Following our initial project, we worked with DuraPost to develop a digital marketing campaign for 2020-21. Taking learnings from the previous six months, we focused our campaign on paid search, display and retargeting. Due to the seasonal nature of the product we regularly updated our campaign messaging and creative.

Prior to Vivid’s involvement, DuraPost was paying over £50 per lead. Throughout the campaign period we have reduced this to around £14. We’ve seen a 272% increase in Google Ads cost-efficiency, over 83 million brand impressions and have reduced the average cost per click by 60%.

83m

brand impressions

272%

increase in Google Ads cost-efficiency

60%

reduction in average cost per click