INSIGHT

Tractor Ted, the loveable little green tractor and children’s farming superhero, originated when young Mum, Alexandra Heard, was constantly asked to stop the car by her young children when they saw farm machines working in the fields. This small seed of an idea grew when Alexandra identified that there was nothing ‘real life’ available for young children to watch, understand and engage with about farming or the countryside…..Tractor Ted was born!

Lane Media have been working with the Tractor Ted team since 2021, managing performance media across paid search, shopping and social. Together we help Tractor Ted expand and reach new customers by driving an ever-increasing level of e-commerce sales.

IDEA

Already possessing a high level of brand awareness, particularly within our key target demographics, the key goal for Lane Media was to expand Tractor Ted’s customer base and grow e-commerce via Google Search and Shopping.

A new account structure was put into action to ensure enhanced visibility and synergy across all active channels. A thorough optimisation of the existing shopping feeds took place. Greater level of strategic thinking was applied to key promotional and sales periods such as summer holidays, back to school and of course the busy festive season. Throughout the year our approach was continually rewarded with positive results.

IMPACT

In particular the introduction of Google Shopping has proved to be a great success with quarterly performance consistently exceeding all expectations and the new year already showing significant growth with the channel +64% YOY (year on year), maintaining outstanding performance metrics across most KPI’s including Return on Advertising Spend (around 5:1) and conversion rate (well over industry average at 3%).