Dickies International

Dickies International was established in 1868 and has been known as a boat builder, repairer, engineer, chandler and broker for over a century. Dickies is now the main dealer for Beneteau boats, Silverton boats and is now the sole UK & Ireland dealer for the Astondoa range.

Client brief

'If a picture tells a thousand words', then a video will make you feel like you are actually there.

We introduced video clips to the Dickies site which show cased the various boats available, but it was clear that the videos could be used to help expose the Dickies brand and increase traffic to the site.

Here's what we did

YouTube, according to Alexa, is the 3rd most popular site on the web with 16% of the entire internet population watching YouTube videos, adding videos and making comments. With this in mind, we created a Dickies YouTube Channel. We added all of the videos from the Dickies site and optimised them so they would perform well in YouTube's search engines making sure they attracted a high number of visitors .

In addition to this, we also created a FaceBook page entitled 'Friends of Dickies International' and designed an email signature to invite recipients of email from Dickies to join up. We have used this group to show case videos and pictures of the boats, as well as encourage people to check out the YouTube channel and sign up to the newsletter and boat alert.

Dickies YouTube channel

Below are a selection of videos from Dickies YouTube Channel. You can scroll through the videos by clicking play and putting your mouse over the main video panel.

Our results

The Beneteau Trawler 42 has had 945 views to date and been given a rating of 5 out of 5. Each video has had an average of 150 views, which increases to grow. Visits to the Dickies site as a direct referral of the Dickies YouTube Channel have spent over 7 minutes going through the site seeing what Dickies has to offer and they have looked at an average of 6.60 pages per visit. The exercise will increase Dickies brand exposure and make them synonymous with the brands that they stock.

Website: www.dickies.co.uk.