• Xcite Digital

    Xcite Digital

    Search and Social Marketing.
  • Surrey County Council

    Surrey County Council

    Helping to educate the local community on Food waste initiatives
  • BBC's In the Night Garden

    BBC's In The Night Garden

    Creating exposure to over 3m fans
  • Pizza Express

    Pizza Express

    Running social campaigns for the UK's leading Pizza chain


    Media platform for ŠKODA international PR Team to manage new product launches
  • Ubisoft


    Increasing online sales conversion by 35%
  • BP


    Engaging a community of senior BP executives worldwide
  • First Call Contract Services

    First Call Contract Services

    Integrating 23 offices through a central CRM and building their social community
  • White Light

    White Light

    UKs biggest and best entertainment lighting supplier.
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Welcome to Xcite Digital

We specialise in creating seamless customer experiences through multi-channel marketing, leading to conversion funnelling we can optimise and improve, producing greater results than conventional marketing approaches.

Our approach is simple, we Find, Engage, Convert and Retain customers through multi-channel digital marketing.

  • Finding through research and monitoring
  • Engaging by creating conversations and developing platforms
  • Converting through conversion funnelling
  • Retaining by building loyal communities that drive advocacy

View our blog posts

Diesel India – Facebook Flash mob campaign

November 28, 2014 | Author:

Diesel India launched a Facebook campaign to promote its second anniversary sale.

It started by around 500 people – comprising  employees of Diesel India and members of Diesel’s Facebook community – changing their relationship status at a pre-decided time. Whenever other Facebook users questioned the change, a standard response was used “Single is boring, Twosome is Awesome. Come along to dieselturnstwo.com and join the party”.

The message went viral and within two hours of activity Diesel received more than 1,000 visitors and registrations on the website. The activity achieved an estimated 75,000 views within two days of its launch.

When users visited the website they were able to generate a QR code to obtain a discount of 50 per cent at Diesel retail outlets and also invite 10 of their friends for a further 5 per cent discount.

The campaign created widespread exposure and the intended buzz; a Facebook flash mob indeed!



November 27, 2014 | Author:

So it is here! The long-awaited John Lewis Christmas advert – sequel to last year’s much-feted The Bear and The Hare – has hit the media. Now in its 8th year, the John Lewis advert has become a Christmas institution, a signal that Christmas is on the horizon. The John Lewis advert has essentially become a Christmas event in its own right.

According to Tom Heyden, of BBC blogs, there are a few things you can expect from any John Lewis Christmas advert. These include emotive narrative, a saccharine-rich cover of an old song, a vague moral to the story and animals or kids as the main characters. Most of all, no overt references to John Lewis or its products. “John Lewis has hit on this very seductive formula,” says Patrick Burgoyne, editor of Creative Review, an advertising and visual culture magazine.

This year John Lewis has picked a CGI-animated penguin called Monty to lead its Christmas marketing campaign. The advert – which cost about £1m to make, features a young boy and what appears to be a real penguin playing together, going sledging, visiting the park and bouncing on the trampoline.

The music chosen for the advert is the John Lennon song Real Love, performed by young British singer-songwriter Tom Odell. The lyrics of the song include the lines “don’t need to be alone – no need to be alone” which perfectly encapsulates the warm fuzzy feeling of the advert. Throughout most of the advert the penguin does appear to be real and it is only at the end – interestingly when the boy presents another penguin to Monty as a Christmas gift – that it is revealed as a toy.

This year the overall John Lewis Christmas campaign is costing around £7m. As well as the television advert, the campaign includes a specially created smartphone app, and a story book and soft toys which will be available to purchase from John Lewis stores. This year there will also be in-store events including a chance for kids to see their toys brought to life with the aid of experimental gadgetry.

Another significant development in this year’s John Lewis campaign has been increased use of social media marketing. The first television showing – on Channel 4 – was preceded by a week of teasers featuring Monty and the hashtag #MontyThePenguin

#MontyThePenguin also ties into a Twitter campaign which promises to light up followers’ home pages and send a tweet to all their friends as the John Lewis-sponsored Oxford Street Christmas lights are turned on in London. This use of social media marketing is a significant development and a clever and exciting twist in the traditional John Lewis repertoire. It echoes our recent blogs about pro-active use of social media and how businesses ignore it at their peril as part of any effective digital marketing strategy.

Perhaps the reason why the advert has – yet again – melted hearts is that it presents the illusion of a perfect Christmas. In the words of Dr Sheila Keegan, a chartered psychologist: “There are no rows, no unhappy people, no mess and no overindulgence”. Instead there are “all the elements brought together by John Lewis to give that perfect experience. This is a very nostalgic ad but still very contemporary and a recreation of the bygone themes of family and love but brought up to date.”

It remains to be seen whether #Monty the Penguin will open wallets as well as melt hearts. But one thing is for sure: the John Lewis advert leaves you longing for this perfect Christmas, a John Lewis Christmas.


November 25, 2014 | Author:

At Xcite Digital Marketing we are often asked what value we can bring to a business’s digital marketing strategy.  In this blog we explain this in more detail, and also feature a client of ours who has attracted recent press attention!

Our digital marketing approach is four-fold. We expand your customer reach by using multi-channel digital marketing to:

  • Find – through research and monitoring
  • Engage – by creating conversations and developing platforms
  • Convert – through conversion funnelling
  • Retain – by building loyal communities that drive advocacy

At the heart of our digital marketing strategy is the ACCELERATE programme which has been proven to achieve greater results than conventional marketing approaches. ACCELERATE is a complete digital marketing programme put together through years of collaborative experience from previously highly successful campaigns. It has been developed into a multi-channel marketing formula that can be applied to any consumer focused business, and is proven to turn prospects into customers.

ACCELERATE works because it enables businesses to understand their customers’ buying habits and the sales funnel using a range of activity to promote a consistent message that drives brand awareness, builds credibility and leads to conversion, loyalty and advocacy.

The ACCELERATE programme includes:

  • Creative communications
  • Search marketing
  • Social Media marketing
  • Content marketing
  • CRM marketing
  • User Experience Analysis
  • Website Design and build
  • Mobile
  • Analytics

One client has found the ACCELERATE programme has helped them to hit the ground running – literally! run2work is a rapidly growing movement in London that aims to encourage commuters to run all or part of the way to work at least once a month on #run2workday, the first Thursday of the month.

run2work is sponsored by the Evening Standard, and also recently caught the attention of the national press. The Daily Telegraph ran an article earlier this month that focussed on the trend for “run-commuters”. It described run-commuters as workers who choose to pound the pavements for at least part of their commute rather than sit in traffic or squeeze into trains and buses.

A recent study by the Royal Holloway University of London – funded by the Economic and Social Research Council (ESRC) – indicates that the number of run-commuters has tripled in the last two years. Motives for run-commuting are very varied, and include general fitness, marathon training, dissatisfaction with public transport, and a desire for a better work-life balance.

The run2work campaign is spearheaded by Gordon Lott. He confirms the increase in people choosing to run-commute, and suggests that the results of the Royal Holloway study provide “a clear message to employers and the Government – they can do much more than is currently being done to enable people to be active and healthy.” At Xcite Digital we are pleased and proud to endorse and extend this message by managing the digital marketing strategy of run2work.

As well as promoting the monthly #run2workday, run2work are campaigning for better facilities for run-commuters and also tax breaks for equipment, equivalent to those for urban cycling initiatives.  Gordon Lott believes that these measures could have a significant impact on the health of the nation.

Likewise we hope that the successful growth of the run2work movement clearly demonstrates that Xcite Digital’s Accelerate programme has a significant impact on the health of a business and can really enable them to hit the ground running!

KLM Surprise

November 21, 2014 | Author:

From time to time our blogs feature examples of a business using social media in an inspiring way as part of their digital marketing strategy.  Today we want to look at a creative marketing campaign by KLM the international airline.  The aim of the campaign was to surprise its customers.  The results were surprising in themselves!

The unique digital marketing campaign took place In November 2010.  As selected passengers checked in at Schiphol Airport, flight attendants greeted them by name and gave them a personalised gift.  These gifts were specifically tailored to the passenger; for example one woman travelling to Rome to go hiking received a sports watch that tracks walking distance and speed. Another woman traveling alone was upgraded to first class seating and a man traveling to Mexico to do voluntary work was given a therapy package of ointments and bandages.

KLM was able to select appropriate gifts for these passengers by doing research on social media.  Different social media platforms were searched for those mentioning flying with KLM.  Intelligence gleaned on social media was also used to decide on an appropriate gift for the individual.  The individuals were then tracked down on KLM’s customer database so that the gift could be presented to them on their arrival at Schiphol.

Around 40 customers in total received the KLM Surprise but the effects were significantly more far-reaching. News of these surprises spread like wildfire across a whole range of social media.  During November, the KLM Twitter feed was viewed more than one million times! KLM created a website and Twitter feed dedicated to the KLM Surprise campaign and posted a video about the campaign on their YouTube channel and the KLM Facebook Fan page. This increased the impact of their creative marketing campaign even further as it enabled them to interact with customers on these platforms, and to get a greater understanding of their customers.

The social marketing was so effective that KLM Surprise was repeated the following summer and we would not be surprised to see it resurface at some future stage!

At Xcite Digital we are very much known as an ideas agency and would love to help you come up with something completely different.  Who knows; maybe it will be your business and your creative marketing campaign that causes the next social media storm and will be blogged about for years to come!

Starbucks – #TreatReceipt Campaign

November 19, 2014 | Author:

Starbucks’ “TreatReceipt” campaign offered customers a discount on a drink in the afternoon if they had already bought a coffee that morning.

Starbucks used Twitter to publicise the campaign and tagged announcements of the offer with the hashtag #TreatReceipt. If a customer could provide the receipt from their morning coffee they would be entitled to receive any grande sized beverage for only $2.

The campaign succeeded in bringing back traffic from the morning and gave the customer the opportunity to try something at a discount price that perhaps they normally wouldn’t purchase. As well as increased sales, the campaign provided Starbucks with another way of interacting with its customers and influencing customer patterns.

TreatReceipt is now a recurring campaign at Starbucks and always proves to be a success.