Case Study: King & McGaw
Paid media management with wider growth support.
THE BRAND
Founded in 1982 by three brothers in a basement flat in Brighton, King & McGaw is the destination for fine art prints. Based on the Sussex coast, King & McGaw pride themselves on their cutting edge sustainable printing technology, and work with some of the world's most renowned artists and their estates, including The Andy Warhol Foundation, Picasso, Matisse, Basquiat, and Frank Bowling, as well as institutions like MoMA, the Tate, the V&A and the Royal Academy.
THE CHALLENGE
King & McGaw was experiencing year-over-year declines in paid media efficiency. At the same time was highly exposed to paid media versus other channels in the ecosystem, leading to a high risk channel mix in the post-pandemic landscape. The business urgently needed to diversify its growth strategy and improve the efficiency of paid media.
OUR SOLUTION
Heur conducted quantitative and qualitative analysis to understand how the business performed historically, the current state and the desired state; this included data analysis, surveys and interviews with key stakeholders.
This informed a three-year multichannel plan for holistic growth across the entire digital ecosystem (owned, earned and paid) with clear initiatives and KPIs. The Heur team also oversaw efficient redeployment of paid media channels while the in-house team enacted the growth plan for the owned and earned channels.
SERVICES DELIVERED
– Digital Growth Audit
– Holistic Growth & Channel Model
– Channel Insights & Recommendations (Paid, SEO, CRM, CRO)
– Commercial Planning
– Holistic roadmap for growth across owned, earned and paid
– Managed Paid Media
– Data Analysis & Insights
– Stakeholder Interviews & Insight
KEY DELIVERY PARTNERS
Meta Ads
Google Ads
