Case Study

Silentnight

Paid Search Paid Social Affiliates SEO

Challenge

With a 76-year heritage of quality and innovation, Silentnight is one of the most recognisable and trusted brands in the UK. So much so, 1 in 7 of us sleep on a Silentnight bed.

But it’s tough at the top. Recent years have seen new entrants with large budgets pose tough competition, plus the need to balance direct and third party sales.

Silentnight’s digital strategy and activation was dispersed across a number of partners, each working to their own goals with siloed budgets, all the while stretching Silentnight’s internal resources.

A reset was required. A ruthless focus on efficiency, followed by a quest for growth.

Solution

Silentnight reviewed its existing agency relationships and committed to bringing all performance marketing activity under one roof. 

Streamlined processes and centralised reporting drove much-needed alignment, freed up internal capability, and paved the way for activating a new strategy which would drive efficiency across the funnel.

Paid Media

The initial focus was overhauling a paid search account where there was significant opportunity to grow. We restructured according to a combination of our best practice and Google’s recommendations, supporting an effective adoption of Performance Max campaigns optimised to profitability. Similar restructuring of Meta allowed us to target customers across the funnel and have clear targets for each point of the funnel, moving them through to purchase.

Affiliates

Reviewing all relationships and commission levels helped understand baseline performance, before commencing an extensive test and learn approach to key tenancies. This revealed precisely which activity was driving incremental revenue, drastically reducing overall commission and improving ROI.

SEO

SEO was potentially the biggest opportunity. Following some immediate technical fixes and focusing on Silentnight’s highest value keywords, we optimised PLPs and hub pages, as well as creating a new blog strategy to recapture lost organic traffic.

Crucially, a joined up view on all activity and investment allowed us to move budgets in and out of channels and adjust phasing to achieve maximum efficiency and performance.

ROAS +55%
Paid search revenue +80%
Organic traffic +24%

“We collaborated with Summit to achieve clarity in strategic direction, paid media efficiencies and a clear strategic roadmap to drive incremental revenue. We have seen this flow through to the overall business performance, with a high number of ‘best ever’ online months since Summit came onboard. I’m proud of what we’ve been able to achieve so far and excited for the future.”

Tom Sloan – Head of Ecommerce & Digital, Silentnight