Summit has fortified its collaboration with Ann Summers, addressing over-filtering issues.
- The partnership with Summit enhances Ann Summers’ SEO performance and paid media efforts.
- Ann Summers faced challenges due to stringent web filters on age-sensitive content.
- A breakthrough in December 2022 led to increased visibility for Ann Summers.
- Carl Hutchinson highlights Summit’s expertise in regulated industries as key to success.
Summit, a performance marketing specialist, has recently renewed and expanded its partnership with Ann Summers, focusing on overcoming the challenges of overzealous web filters. The collaboration, which initially concentrated on paid social and search engine optimisation (SEO), now extends to encompass paid search campaigns as well.
Over the past two and a half years, the Hull-based agency has navigated complex safe search barriers to bolster Ann Summers’ online visibility. Ann Summers, a retailer known for its emphasis on sexual wellness and empowerment, faced significant hurdles as search engines imposed filters on its content. Summit’s intervention proved pivotal in demonstrating to Google that the filtering was excessively restrictive.
In a turning point occurring in December 2022, Summit successfully appealed to Google regarding its Safe Search regulations. This appeal led to a reassessment by Google, which concluded that the site’s content had indeed been unduly filtered. Consequently, Ann Summers’ content saw a dramatic increase in visibility, reaching its highest performance metrics to date.
Carl Hutchinson, head of paid media at Summit, reflected on the reasons behind Ann Summers’ decision to partner with them. He noted that Ann Summers was attracted by Summit’s proven track record in handling tightly regulated industries, citing experiences with brands like Durex and a medical cannabis clinic, Sapphire Medical. Summit’s deep understanding of industry regulations and its ability to navigate platform-specific challenges were crucial to the campaign’s success.
The partnership’s positive outcomes underscore the importance of specialised marketing expertise in addressing the unique challenges of regulated industries. Ann Summers now enjoys a leading position within its sector, demonstrating the efficacy of Summit’s strategic interventions.
Summit’s strategic collaboration with Ann Summers demonstrates the significant impact expert marketing solutions can have in overcoming industry-specific challenges.
