We caught a James!

July 28th, 2016 by Sarah Bartlett

James Skellington

With an addiction to sweets and watching cartoons and movies, James is just a big kid at heart. But when it comes down to hard graft, he’s not afraid to demonstrate his best adult skills with over 10 years of retail industry experience.

Pinched from Google, James is certainly digital savvy and has a ton of experience in selling and implementing PPC campaigns – he knows his stuff.

And now his Boutique chapter has begun! James has joined Tom in the world of Pokémon Go  New Business and Marketing for the agency, helping grow our digital client roster.

Don’t be afraid to say hello! He promises not to throw Pokéballs at you… (and might even buy you sweets).

Preparing for mobile Bid Adjustments

July 22nd, 2016 by Ryan Roodt

shopping on mobile

Over the past 48 months you may have heard Google mention (a fair few times) the word “mobile” and even “mobilegeddon”. In 2015 Google rolled out their mobile-friendly update, which in short stated that a website’s mobile-friendliness is an important ranking factor. This was the first example of the search giant’s shift towards user-focused search and the emphasis on mobile.

Why all the fuss you ask? … this could be the reason

  • 90% of consumers use mobile to work towards a long term goal while on the go
  • 91% of consumers use mobile for inspiration when in the middle of a task
  • 82% of consumers consult their phones when in a store
  • 66% of consumers consult their phones to learn more about something they saw on TV
  • 51% purchased from a company/brand other than the one they intended because the information provided on search was useful

Google Consumer Survey 2015

In May 2016 Google’s digital tectonic plates shifted again, causing tremors across every AdWords account across the globe. Google announced that cross-device bidding was returning (if you listen very carefully you should be able to hear faint distant cheers of every AdWords account owner across the world).

The update means that search marketers will be able to bid across all the platforms such as desktops, mobiles and tablets. Which is brilliant news because the current search data speaks for itself:

Percentage of people who use a tablet

Percentage of people who use a tablet

Percentage of people who use a smartphone

Percentage of people who use a smartphone


In a study conducted by Google, the following question was answered by 938 consumers:

“In which part(s) of the purchase process did people use a smartphone?”

customers using smartphones in purchase process

This clearly emphasises the impact devices have on a consumer’s research/post-purchase behaviour.


Are you prepared for the pending change?

The team at We Are Boutique were already preparing for the changes that were announced at the Google summit. The impact of cross-device usage is something we have always accounted for, especially when we try and understand our client’s consumers and their individual consumer journey.

We achieved this by creating a bespoke Google analytics dashboard, which provides a breakdown of “search by devices”, these include sessions by device, transactions or goal completions by device and several other key metrics.  We have analysed and used the data to help us understand how each device impacts our site, sales and overall consumer experience and we are now in position to tackle the AdWords update.

Don’t worry – we have tool that can help!

We wanted to share the dashboard with you, so that you can be on the front foot when AdWords eventually rolls out the changes. We suggest you add the dashboard and start trying to understand the data, and then you can take your learning and apply them to your AdWords bids


It’s as easy as 1, 2, 3…

  • Click on the link above
  • Log into your analytics
  • Enjoy the wealth of data

We are not precious about the dashboard, so feel free to tweak/change so it fits better with your brand or site.

If you need any help with the dashboard or have any questions please don’t hesitate to get in touch with us, we would be more than happy to help.

Carpool Karaoke in the fast lane

July 14th, 2016 by Steph Feather

YouTube on mobile device

Working in the broadcast media industry it’s in my DNA to keep up to date with all things culturally and market relevant. Whether that be watching the latest Top Gear viewing figures fall off a cliff until Chris Evans finally jumps or finding out that Corrie will be moving to six episodes a week (yes!).

I’m far from celeb-obsessed and keeping up with who’s who in the celebrity world, especially in the US pop world, really isn’t my bag. BUT, James Corden’s Carpool Karaoke is some serious viral-churning addictive viewing that I’ve recently jumped on the bandwagon of. The popular video item is part of Cordon’s hugely successful Late Late Show in the US, and as a newcomer over the pond, he’s up there with long-standing chat show host Jimmy Kimmel and the likes. And recent news that the show is coming to the UK and has been snapped up by Sky, is exciting news for the content-snackers among us. Although the chiefs in broadcasting may disagree…

A trending conversation that’s caught my eye recently is a claim that YouTube is overtaking TV in reaching 18-34 year olds. YouTube, being the humongous Google giant it is, dominates the video world and represents the acceleration in online consumption amongst millennials. As our worldly technologies evolve, our everyday media consumption becomes ever more fragmented with many different options and platforms. The conversation about whether YouTube is stealing a share of traditional TV revenue is a beasty debate I’ll leave to top TV bods.

But with star-studded passengers such as Adele, Stevie Wonder, One Direction and the Red Hot Chili Peppers (my favorite yet!) what’s not to love about the world’s most famous celebrities belting out a tune? And with loveable Cordon attempting to compete and keep with up the pitch, we can only imagine being in his seat, singing as best we can to some cracking tunes! The ‘fly on the wall’ documentary style filming makes us feel like we’ve got a sneaky peek at celebs being ‘normal’ and letting loose singing along in their cars… like we all do. So they are human?!

Carpool Karaoke is a massive hit on the Late Late Show’s YouTube channel racking up over 6.3 million subscribers and 1.4 billion views. Intrinsically linked, the Carpool Karaoke YouTube channel works as an extension of the TV show, so surely this is regarded as a promotional tool accelerated via the success of the broadcasted show? Whether this role will may one day be reversed, only time will tell.


July 8th, 2016 by Simon Bollon

United Kingdom and European Union during Brexit

Like many, I woke to see the headlines on my iPhone and felt shock. I really didn’t see Brexit coming. I didn’t vote. Shoot me, but I just couldn’t decide. I was concerned about the impact on the wider community and society beyond just me and I simply didn’t understand enough.

Since the vote, I’ve seen an endless array or responses from all sectors and I’ve read with interest the varying commentary from agencies, advertising bodies and clients. There’s a general theme coming out from our industry; dismay. More than that, it has created an ‘us and them’ scenario I’ve never experienced before. ‘We’re all fu&@ed now because of them‘ is a fair summary of the rhetoric.

Fascinating. 17m people are apparently ill-educated idiots only looking after themselves.

17m people.

That’s a lot of fools. Even now I am seeing more and more content of people picking the topic apart and suggesting the divide is between ‘have’ and ‘have nots’. How hideously closed-minded to suggest it is purely income, demography, education that is the gap.

17m people aren’t ‘wrong’. They live a different life, in a different world to those who are dumbfounded and angry. The truth is, the marketing industry in particular is in a different stratosphere.

Modern media consumption is somewhat responsible for this lack of understanding of those that vote the other way (irrelevant to which side you sit on). Firstly, your social feed is specific to you. You receive a blurred vision of society and the world due to selective media consumption and the ‘friends’ you keep. Are your friends representative of you or wider society? This is a general concern I have which has been brought to life via the referendum. We refine audiences and target individuals based on data and/or me-too targeting so as to suggest this is the likely audience to purchase a product. Refining targeting creates efficiency but what about those who don’t know about our product? Here lies the problem with social. You’re pigeon holed based on interests and actions, likes and engagements so I, for example, get served endless content re fitness, biking, football, holidays. All good, right? But what about when I do want a new car, I need inspiration for a family gift or, hey how about when I want to understand the broader debate and ensure a wide view of a political issue?

There’s more content beyond social of course but still, we actively choose what to consume. It is, in the main, naturally balanced toward our own bias and as a result we have seen one side of the Brexit argument; whichever side you’re on. The other side is misrepresented as your bias shuns the values and takes the piss out of the morons voting the other way (whichever way that might be); ‘Out’ became racist ill-educated idiots. ‘In’ became the rich, toffs and out of touch. Neither is a fair representation of the masses on either side.

My point is that we live OUR lives and that gives us a blurred vision. I live in a village in North Yorkshire. Quite unlike south Leeds, my kids can get in to schools that aren’t ‘full of Romanians’ (as reported on the BBC). The crime rate is very low and I personally see value in (some!) of the policy making in Brussels. It impacts on me. Positively. But it doesn’t impact positively on everyone

In marketing we create pen portraits of customers and whilst it covers a lot of areas it is always somewhat pigeon holing. Even TGI gives us evidence that people are limited in their consumption. Give me a Sunday Times reader in TGI and I’ll not need the data to be able to tell you what other media they consume, where they live, what they like, buy, drive, eat, how old they are etc.

Marketing is a little bit to blame. Broadly, the marketing world thinks the double act of Boris and Farage to be lunacy at play. A pair of buffoons with one interest; themselves. That was certainly the sentiment at Cannes across the advertising world. An advertising world that lives in villages, have their kids in good schools and have made hay whilst the Euro sun shone! Is this collective able to understand the broader community? Do they understand the 17m? That’s a lot of people to not understand when it’s our job to connect, engage and enthral.

We (the marketing collective) are obsessed with the middle masses; the ones that buy the products we advertise, that have the disposable income. I’m pretty sure there’s a large number of them in that 17m and the evidence suggests we, as an industry, are somewhat out of touch with them.

The marketing world and agencies in particular need diversity. I don’t mean black, white, male, female. I mean life, experience, background, education. Tools, tech, data are all great but if you don’t actually understand motivations, lifestyles, pressures and subsequent choice criteria, all the science in the world will miss the target.

With regards to Brexit, we have misunderstood a large proportion of the 17m by making assumptions that people fit in boxes. We didn’t expect the next door neighbour to vote out because, well, we didn’t and being in Europe creates stability and I work in an agency. Stability’s fine by me. I’m sure he has an education, isn’t a racist and I’ve considered him an idiot! If only the ‘In’ had understood the sentiments and really ‘got’ the 17m masses. Maybe they’d have worked a bit harder….?

The customer journey to purchase or engagement is changing. That’s old news. Consumers have changed. That’s old news. But if we don’t ensure we ‘get it’ we’ll forever fall short of being able to know what people want. In this instance it’s 17m people.

Agencies need to use data and science but we also need to use knowledge, life and work hard to get under the skin of our consumers. The Out campaign did that. I’m not entirely sure the In campaign really understood the masses because they assumed the 27m ABC1 adults who aren’t racists would vote in.




July 7th, 2016 by Sarah Gough


Seasonal hooks are an age old method of making your brand timely and providing a raison d’être to media influencers you might otherwise be of no use to. Depending on the skill and creativity of your PR team, the association between brand and seasonal celebrations/events can be highly relevant or remarkably tenuous. Every so often, a brand accomplishes a delightful marriage of the two. Cue Nissan.

As every self-respecting PR professional will know, 3rd June 2016 was National Donut Day (or Doughnut to us). Naturally, Krispy Kreme was all over it like a sugar-coated rash – it’s actually highly likely they created the day to begin with (good one guys). Not so naturally, the team at Nissan decided to do a doughnut, with doughnuts, to promote their 370Z NISMO.

Tenuous, yes, but a sweet tooth alone will help this slow-mo scenario tickle your fancy. Enjoy!

Pushing the boundaries: Reality TV Wars

July 4th, 2016 by Charley Downey

senior citizens shocked at television

Within the past few months, the wonderful world of reality TV has exploded, dominating the land of gossip mags and a large proportion of our news feeds. Whether you’re a reality TV fan or not (I use the word ‘reality’ fairly lightly) the conversation around the ‘shocker’ headlines is one that can’t really be avoided.

I for one, fit perfectly within the ‘omg did you watch Love Island last night?’ audience – and I’m not even one to classify it as a guilty pleasure. I absolutely love modern-day ‘reality’ TV.  On one hand, I do anticipate that some of the shocking antics we see on our screens are somewhat ’advised’ – but even so, I look forward to the 9pm start with Twitter on-hand, group-chat ready, waiting to see what’s going down on the Island.

Over the years, we’ve seen the likes of Big Brother take the country by storm, with classics such as ‘WHO IS SHE’ still floating around in memes today. But it still surprises me how a programme that has been running for so many years can still spark so much conversation – particularly when it’s just an hour’s worth of coverage… of people… living together in a house.

But for some reason, and whatever reason that may be, we Brits bloody love it. We love it when someone gets dumped from the island, we love it when it’s eviction night on Big Brother, and we love it when there’s a bit of to-do at one of the parties in TOWIE – we just love the shock factor.

It seems as if there’s been an increase in the dominance of reality TV recently, and there has most certainly been an increase in the ‘shocker scenes’ we’ve witnessed. As more and more reality programmes emerge, it’s becoming increasingly important for programmes to keep a firm grip on their viewers and to push the boundaries even further. We’ve seen scenes aired this year that would have never made the cut a few years back.

A prime example being Love Island that launched back in May, with the shocker of the season so far being the ex-Miss GB’s antics on air. Regardless of for-or-against, the social conversation this sparked was huge- and the story dominated TV and Showbiz columns across the board. Let’s take a look at the Google trends for the term ‘Zara Holland’ (the woman in question) shortly after the episode was aired…

Google trends for Zara Holland search term

And the viewing figures showing the launch date, the episode on the 15th, and then the ratings figure a few days afterwards…


The proof is in the pudding right?

I appreciate this does seem pretty obvious – cause a stir to get more ratings – but I do think it’s really interesting to see the lengths these shows are going to and the ways in which they are dominating the media. These people aren’t just a ‘soap’ character who we grow to love. They are an integrated business within themselves, launching fashion lines, hosting events, writing books, bringing out fitness DVDs – expanding their portfolio as an individual, away from the shows that once launched them. Reality TV and the characters they have introduced are the norm, and the impact/influence they have on their cult of followers is impeccable.

And after the rise of Geordie Shore a few years back, it seems that getting up-close and personal with your favourite TV personalities is the norm. But I’m pretty sure my nanna would suggest otherwise! Regardless, I’m intrigued to see what the future of reality has to bring… perhaps an Only Way is Leeds could be on the cards?