This is the third post in The
Candidate's Digital Agency Showcase. The digital showcase aims to
highlight the great work of digital agencies from the past year. We
have had two great posts already, which have showcased the work of
Digital and Online Ventures Group.
It is now the turn of performance
marketing agency, R.O.EYE to be in the spotlight. R.O.EYE was
founded in 2004, and it was established upon the focus of results
ethic, hence the name R.O.EYE (a play on the term ROI, "return on
investment"). R.O.EYE is built around using digital
performance to drive top line revenue growth, alongside bottom line
R.O.EYE are recognised as the UK's foremost
Independent Affiliate Management Agency. However, they also provide
comprehensive digital performance
services in Social Media, Email Marketing, Mobile and Lead
The company has continued to grow
and expand since their establishment in 2004, with offices now in
London and Berlin as well as their headquarters in Manchester. R.O.EYE works with
some of the most well known brands, which include eBay, Virgin
Holidays, Google, Blackwell's and Scholl.
Representing R.O.EYE in our
Digital Agency Showcase is Managing Director, Gavin Male.
Gavin Male joined R.O.EYE as
Managing Director in September last year. With a wealth of
experience in building and growing digital marketing agencies in
the UK and Europe, Gavin decided to move to R.O.EYE because of
the huge potential he feels the company has, to make a major impact
in the UK and European performance-marketing sector.
Thank you Gavin for taking part in
The Candidate's Digital Agency Showcase.
1. Hello, and thank you for letting us interview you for
our digital agency showcase. What is your main job role and
responsibility at R.O.EYE?
As Managing Director at R.O.EYE I have a
responsibility for all elements of running the strategy, product
design and services of the agency. I don't have specific client
responsibilities myself, but I get involved and help out with a
number of areas. I help out with current client reviews and
optimisation through to new business pitches and sales
2. Please could you pick a case study from 2012 and
explain why you have chosen it to represent R.O.EYE's
I have chosen to demonstrate the
work that R.O.EYE completed for Blackwell's Books, a leading academic
book retailer and a recognised brand. Blackwell's are a longstanding client with
upon our recommendations, have recently implemented a number of
alternative technologies to improve affiliate sales.
3. What brief were you initially supplied with and what
objectives did the R.O.EYE team devise when briefed?
To provide background, R.O.EYE started
working on an affiliate programme for Blackwell's in August 2009. The programme
had continued to grow, but a change in company objectives required
more dynamic approaches to be made.
Looking into the core programme and seasonality, one area that
needed to change was the reliance on new terms and the academic
year for affiliate sales.
Essentially, the brief was to ensure the programme grows without
cannibalising the current one.
4. What campaign strategy did R.O.EYE devise to answer
the brief and objectives that were set?
It was decided to create new
technology implementations on the Blackwell's website with a focus on Basket
Abandonment, Voucher codes, which had previously not been done
exclusively, but mainly focusing on retargeting.
In addition, there was going to be
attention given to providing a greater product range through the
affiliate programme, such as e-readers. This would be key to
ensuring affiliate programme growth from Blackwell's.
5. How did R.O.EYE implement the campaign
R.O.EYE had previously worked with the
industry's foremost retargeting partner, we already had a good
relationship in place, and we built on this to secure a smooth
implementation of new technologies.
Additionally, we also picked
partners, tested, monitored the new technology for the new
affiliate programme, and then launched it.
We worked closely with Blackwell's to ensure the implementation
was effective. The creative was made to Blackwell's specification, and R.O.EYE provided
full technical support and testing for implementation client
6. Could you tell us what results were derived from the
campaign strategy, and any positive feedback that you received from
R.O.EYE doubled the percentage of affiliate web
sales within six months, plus 193 per cent uplift from same time
period last year.
The successful client-agency
relationship has been instrumental to the great results. Blackwell's are a great client to work with
as they are very open to new ideas and approaches. They listen to
our advice and make decisions based upon our recommendations.
We are a specialist digital
performance-marketing agency, and if we are allowed to utilise the
best technologies and different methods available, then we can
really impact a client's online advertising where it counts - the
7.Could you give a top tip to any perspective digital
marketing candidates who would like to work in an agency like
My advice would be to keep on top
of the industry. Read the industry press and blogs, and
immerse yourself in what you want to do. No amount of
qualifications or experience make up for a lack of business acumen
and the more you monitor and involve yourself in this fast moving
industry the better placed you will be to succeed for yourself and
Thanks to R.O.EYE and Gavin Male for taking part in our
Digital Agency Showcase.
The Candidate's Summary:
We would like to congratulate R.O.EYE for their
successful affiliate programme for Blackwell's. The Candidate believes that
this case study highlights the importance of demonstrating return
on investment and the close relationship between client and
Blackwell's clearly listened carefully to the advice given by
experts, and R.O.EYE understood the brief required.
The Candidate wishes both R.O.EYE and Blackwell's all the best for