Giant Case Study

Helping home care agency, Papillon Home Care, maximise their online presence.

Read on to see how we did GIANT things for them after winning our Giant £10k Giveaway.

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Papillon Home Care were winners of the Giant £10K Giveaway:

In 2020, Sleeping Giant Media ran their second Giant £10K Giveaway, a competition aimed at selecting one winner of all companies entered to win £10,000 worth of their time as a digital marketing agency.

When Covid-19 hit the country, and businesses were struck with the likes of furlough, budget cuts, sickness and restrictions, it seemed a better time than ever to help businesses with their digital needs.

The agency hosted the £10k Giveaway, free talks and free workshops to more than a thousand businesses throughout Covid, awakening potential in a time of uncertainty.

The winner announced in September of 2021 was Becky Millen from Papillon Home Care – given the opportunity to use the £10,000 worth of the agency’s time to help achieve any digital objectives they had as a care agency.

This case study showcases the work undertaken by Sleeping Giant Media for Papillon Home Care as a result of winning this giveaway.

“Recruitment was extremely hard in general for the care industry and the pandemic also had a big effect on this. I knew this prize would really help us on the brand awareness side, increase our reach to potential new applicants and that it would support me in my digital marketing knowledge and how I can help the company grow.”

– Marketing Manager, Papillon Home Care

The Client:

Papillon Home Care is a CQC registered care agency, incorporated in 2018 with an ethos focused on delivering person-centred home care services.

The care agency has staff across Ashford, Dover, Folkestone and The Marsh – offering a whole host of training, support and benefits for its team.

The Services:

Whilst working with Papillon Home Care on their digital presence, Sleeping Giant Media provided a full package of services. This host of digital marketing services enabled them to audit all aspects of Papillon’s digital marketing activity, providing a roadmap of next steps for the client to work on.

Altogether, this included;

SEO (Search Engine Optimisation)
PPC (Pay Per Click Advertising)
Social Media
Data & Tracking
1-to-1 Training

The Brief:

When the client had entered the Giant £10K Giveaway, they’d put together a ‘wish list’ or ‘dream way’ to implement that spend across their digital activity. This included looking at how to best utilise their budget for recruitment advertising across social media and Google, an improvement in their SEO, a social media strategy and digital training.

To make the most of their prize, Sleeping Giant Media took an audit focused approach to identify the areas where there were opportunities, as well as providing some focused training and implementation support for some of the more technical aspects of their accounts.

A key focus for the client was to improve the visibility of their recruitment pages to help support this part of their business.

The Approach:

To help Papillon Home Care achieve their objectives, the agency first started with:

Keyword research
SEO audit
PPC audit
Google Analytics audit
Measurement review
Social Media audit

This initial work helped outline a roadmap of next steps for the client.

This roadmap meant the agency was able to set up Google Analytics goals for the client, as these were not in place when the work started – this enabled results to be tracked moving forwards.

The agency also supported the client with one-to-one training on how to implement specific things within WordPress and worked through the implementation of some of the more technical SEO aspects.

The Results

increase in total sessions YoY

new users to the site YoY

decrease in cost per click YoY

increase in facebook page likes

Feb 2022 vs Feb 2021 (the first-month post-work, compared YoY)

Total sessions up by 88% YoY

New users to the site up by 95% YoY

Job Application Form submissions tracked in GA achieved (a new tracking set up)

Cost per click (PPC) down 63.9% YoY from £1.22 to £0.44

Facebook Page Likes up by 8%

From the agency:

“It was a privilege to get the opportunity to support a business in an industry like care recruitment, which has been struggling over the last few years, and knowing that the work delivered was making a real impact on the client’s business and goals.

We were able to identify some really clear quick wins for the client to implement, and helped support getting some of this in place.”

– Kathryn Bevan, Snr SEO Manager

From the client:

“It was extremely valuable. Sleeping Giant Media was able to put into place some immediate actions that helped the business’s digital presence, but then also gave me lots of advice and actions for me to move forward with as I work.

It has helped the business and me personally with things I was unsure of or changed how I do things to make them more beneficial for the business.”

– Becky Millen, Marketing Manager

What inspired you to enter the Giant £10K Giveaway:

“I had worked with Sleeping Giant Media at a previous company so I already followed their social media for regular tips/tricks of digital marketing; when I saw the competition, I knew it was a fantastic opportunity that could really benefit myself and the business.

I had been working with Papillon Home Care for over a year and recruitment was extremely hard in general for the care industry and the pandemic also had a big effect on this. I knew this prize would really help us on the brand awareness side, increase our reach to potential new applicants and that it would support me in my digital marketing knowledge and how I can help the company grow.”

How did it feel to win the Giant £10K Giveaway:

“I was extremely shocked, you enter these things with a hope of winning but very rarely does it actually happen. Once the initial shock had worn off, I was excited to get started and was on the Sleeping Giant Media website looking at all of the services you offer and how I could best use the prize money to benefit Papillon Home Care. I also then had a “doh” moment thinking of the things I should have said in the video!”

What were you most looking forward to when working with Sleeping Giant Media?

“Gaining knowledge, it has been many years since I have achieved my marketing qualifications and things have moved on drastically since then. I have worked in marketing for 18 years but I am generally self-taught in most aspects of the latest digital marketing world, apart from a few little courses. To work with experts in the field and learn some new things was very exciting.”

What are the biggest struggles you face when it comes to digital?

“For us, it’s trying to compete with large national companies with their mega budgets, when it comes to being seen on Google/Indeed etc. it’s generally the person who pays the most who wins the top spots. Our local social media presence is good, but the assistance with pushing our website/business up the organic rankings was very welcome.”

What was it like working with Sleeping Giant Media?

“Everyone on the team was great. I knew no question I asked would sound too silly, they understood my requirements and were accommodating to my limited time restraints due to extremely busy periods. I had dealings with various team members from SEO, Social, etc.

They were all extremely knowledgeable within their field of expertise and took the time to explain things in a way I understood.”

Did working with Sleeping Giant Media help achieve goals and objectives?

“From a business and personal view it was extremely valuable, Sleeping Giant Media were able to put into place some immediate actions that helped the business’s digital presence, but then also give me lots of advice/actions for me to move forward with as I work.

It has helped the business and me personally with things I was unsure of or changed how I do things to make them more beneficial for the business i.e Google Adwords campaign settings.”

What was your most Giant win?

“Definitely knowledge, I have learnt lots and am still learning from the notes I was given, new ways to do things, things to try etc.

It has increased my knowledge and skills in digital marketing and allowed me to expand the work that I do for the company to support them with their digital presence.”