Published by isobel.regan@dontpanicprojects.com
Published Date 17.08.2023 
We’re absolutely thrilled to have been nominated for the Paid Search Campaign of the Year award at the 2023 European Paid Media Awards!
We are Climbing Trees, a digital marketing agency based in Essex, specialising in search, social, and programmatic advertising. With a passionate team of 16 experts, we excel in paid media and SEO, utilising cutting-edge technology to elevate digital brands while leaving a positive environmentally sustainable footprint on our planet.
This nomination shows off our hard work and dedication in supporting Leitz Paper Shredders, as we took on the challenge of boosting growth for their paper shredder products. It not only reinforces our position as a leading digital marketing agency but also proves our dedication to delivering exceptional results for our clients.
And of course, a big shoutout to our team, the driving force behind making this happen!
Our Campaign of the Year
In 2022, we teamed up with Leitz Paper Shredders, owned by ACCO Brands, to tackle the challenges faced in 2021 while striving for growth in their paper shredder product line.
The primary goal was to achieve growth in 2022, surpassing the achievements of 2021, a year that benefited from the surge in demand for home office solutions due to the Covid pandemic. We also faced the challenge of their website not having eCommerce functionality. Instead of selling directly, Leitz heavily invested in paid activity to ensure visibility during the online buying process, sending conversion-ready leads to their dealers.
We devised a unified paid strategy and campaign management to be executed across 15 European markets throughout 2022.
The campaign’s core objectives were twofold: first, to increase our share of search impressions, and second, to generate a greater number of ‘Where to Buy’ leads compared to the results of 2021.
How we did it
Given our focus on B2C home office professionals as our primary audience, we opted for a multi-campaign/multi-channel approach tailored to home office needs:
- Google Search Paid Text Ads: We targeted keywords such as ‘home office shredders,’ ‘shredders for your home,’ and other relevant terms, emphasising the concept of working from home or seeking home shredders. This channel was the main driver for our budget allocation.
- Google Display Ads ‘Prospecting’ / Google Display Ads ‘Remarketing’: We leveraged ads directed at a range of predefined Google audience categories/data. Remarketing played a pivotal role in measuring ‘direct leads.’
- Facebook and Instagram Display Ads: Our campaigns targeted pre-defined audience personas and interest categories on these social media platforms, marking the first full year of campaign activation.
THE RESULTS
Within 8 months, Leitz overtook its main competitor as the number 1 searched for shredder brand in Germany, one of Europe’s most competitive markets. And that’s not all:
- We achieved an impressive 74% growth in ‘Share of Voice for Search’
- We obtained tens of thousands of additional ‘where to buy leads’ in 2022 for their shredders. This remarkable 79% improvement in leads far exceeded the average growth rate of 20% across all their product categories.
- Our focus on AutoFeed shredders proved successful, as Leitz defended and expanded its significant office business in the UK, France, and Germany, experiencing 14% growth and doubling its market share. As for direct competitors? They faced market share declines.
Before we worked with Leitz, each country was trying to do their own thing, each with local agencies – with all the unnecessary duplication of in-house time and agency management fees that entails. By working with a single agency, we achieved economies of scale and allowed countries the flexibility to tailor strategies to their budgets, needs, and cultural nuances. This allowed us to standardise reporting to enhance efficiency.
The campaign’s success was so impactful that we continued working with Leitz paper shredders in 2023. This speaks to the strength of our partnership, as ACCO unlocked an additional 2023 budget for PPC and SEO support across other office supply categories, including brands like Leitz, Nobo, and Rexel.
Founder of Climbing Trees, Alex Holliman says This award nomination holds immense significance for us, as it serves as a true validation of the hard work, passion, and unwavering dedication poured in by every single member of our extraordinary team. As we eagerly anticipate the award results, we extend our heartfelt wishes of the best of luck to everyone nominated.”
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