Tuesday, September 18, 2012

Ocado whets users’ appetites through innovative Google+ features

Ocado whets users’ appetites through innovative Google+ features and content –uplifts in CTRs and video views are the icing on the cake! With its inherently digital focus, internet grocery retailer Ocado has established itself as an early adopter of new technologies, so it comes as no surprise that the company embraced Google+ as soon as it could – and has already started reaping some tasty benefits.

The opportunity for Google+ to contribute to improved search rankings was a convincing reason to launch the brand’s Google+ page. By adopting social extensions, Ocado ads became instantly more compelling, and click-through rates increased by 30%.

Hangouts are a clever way that Ocado has brought food-centric content to life. The company capitalised on its existing Great British Chefs initiative and used Google+ to produce a live event where the chefs cooked for customers. Ocado promoted the hangouts via True View ads on YouTube, which resulted in 167k engaged views. The Ocado YouTube channel views went from 50k to 230k in the space of a week thanks to the hangout, without including the people who live-streamed the event (which numbered about 60 individuals at any given time).

The experience has led Ocado to consider further possibilities for moving images. They are keen not to use text-based feeds as what they really want is to get people excited about food, and images are a great way of differentiating. In addition to hangouts and images, Ocado has embraced the Google+ badge which appears on the check-out page with the aim of making the shopping experience social through gifting and sharing.

In future, Ocado has plans for more hangouts on the Google+ page, as well as ideas for more video and channel-specific content. The intention is to deliver the sights and sounds – if not the tastes and aromas – of Ocado products straight to users’ screens. Find out more about Ocado’s recipe for success by reading the full case study here.

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