Hitwise Intelligence - Robin Goad - UK
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November 02, 2007
Youdoo doll a Dragons' Den success
The fifth series of Dragons' Den is in full swing, and the most memorable product so far has been the Youdoo doll, designed by Sarah Lu. The personalize-able doll won the backing of Dragon Deborah Meaden during the second episode, which was aired by the BBC on Monday 22nd October. As a result, traffic to company’s homepage peaked on the following day. And people weren’t just browsing – 48% of visitors went to Google Checkout after www.youdoodoll.co.uk, presumably to make, or at least contemplate, a purchase.
Youdoo is a catchy name, but also open to potential misspellings. We ran a search term analysis on a number of these, and, as the graph below illustrates, they all saw a significant increase in search volume following the show. This nicely illustrates the power of successful media coverage (or advertising) on brand searches.
One final interesting bit of data is where people went when after searching for the doll. Whether using the correct spelling (‘youdoo doll’) or the most popular misspelling (‘yoodoo doll’), the largest recipient of traffic was not the company’s homepage, but gift retailer I Want One Of Those.
Posted by Robin Goad at 08:00 AM
Posted to Shopping and Classifieds | Toys
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Comments
Hi Robin, really appreciate this analysis, will help us hone our online strategy. Sarah Lu the creator of youdoodolls learning all the time, with her Dragons' guidance of course! No surprise, all online retailers have re-ordered since programme, plus youdoodolls appear in high street next week in TopShop and other shops.
Mini-me youdoodolls may yet take over the world!
Posted by: cass at November 2, 2007 05:17 PM
