Case study: HMV | Agency: Greenlight | Sector: Retail | Format: Search
Greenlight managed to almost double HMV’s market share in 6 months. This rapid growth outstripped current market trends for online music sales and is directly attributable to the dedicated PPC campaign Greenlight rolled out.
Following Greenlight's Pay Per Click campaign, HMV saw their market share for the Online Shopping and Classifieds Music Industry increase to an all time high of 13.76 per cent. Not only was this the first time in two years that they had exceeded 10 per cent, it was also their highest since online trading began. The challenge that HMV faced was how to capitalise on each and every search for DVD’s, CD’s and Games etc. with a vast and ever changing inventory of some 120,000 products. Their solution was to use Adapt, our custom built technology, to manage a campaign of timely, up to the minute PPC ads which update automatically to reflect current prices, promotions and availability.