Case Study

Building a buzz with hen and stag do company, Red7

  • 70% Increase in leads
  • 64% More hen weekend site visits YoY
  • 1m Unique users to the site

The UK’s leading hen and stag do company regains the top spot, but how did Red7 get to be seen by over 1 million unique users? 

What were the main business goals for Red7? 

With over 30 years in the business, Brighton-based stag and hen do company Red7 were looking to regain the title of the UK’s number one hen and stag do company. They wanted higher quality leads, and more of them, in an increasingly competitive market.  

Red7 needed an overhaul of their current marketing strategy and wanted an integrated mix of paid media, organic search and content to push them back into the spotlight. And that’s exactly what we helped them with. 

How did Red Hot Penny help Red7 achieve success?  

Red Hot Penny carried out a thorough audit of Red7’s pre-existing digital marketing plan. Our paid media, organic search, and content, teams then worked with Red7 to carry out their bespoke digital marketing strategy.  

Our paid media team rebuilt campaigns from the ground up, A/B testing copy for the best conversion rates. We put Google Click ID tracking in place to understand the offline behaviour of Red7’s core customer. 

The Red Hot Penny organic search team then created a quality backlink profile to boost Red7’s rankings and our insights team added tracking codes to Red7’s web pages to see how users were behaving across the site.  

We then tasked our copywriters with producing the ultimate guides to Red7’s hen and stag do breaks. Each guide was written using trending keywords and given stunning images and interactive maps to really grab attention. 

As we were launching the new website for Red7, we knew we needed to create an amazing awareness campaign. Our digital designers worked on a new emoji microsite dedicated to everything hen and stag featured emojis of ‘L’ plates, beer goggles, and blow-up dolls. We even introduced the world’s first Mankini emoji as a secondary link-building campaign. 

We then used our outreach to contact influencers and tabloids for maximum impact across social and PR to ultimately drive leads to Red7’s brand new website.  

What were the results? 

The emoji campaign generated an unbelievable 1.3 million impressions on social and was seen by over 1 million unique users.  

And that wasn’t it. The Mankini campaign was covered by The Daily Mail, Digital Spy, PR Week, Independent and as a result gained a combined press coverage circulation of over 260 million in total. 

With Red Hot Penny’s complete digital marketing strategy, Red7’s leads increased by 70% whilst decreasing CPA by 37% YoY. Top-level return on advertising spend also rose from 12 to 30.  

If you think your brand needs a unique PR buzz, give Red Hot Penny a call.

Red7 Digital Marketing Case Study Feature

What our expert said

In making Red7’s AdWords account more efficient, we were able to increase leads and decrease CPAs. Google Click ID and insights data helped us to get a better understanding of the offline behaviour of stags and hens, which fed into making our paid and organic search implementations more effective. Our Social and Digital PR services were huge for generating brand awareness, and supported SEO’s efforts for capturing high-quality leads and links to Red7’s new site.

Dan Coleman, Digital Marketing Director

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