We’re excited to share that our work with long-time client, MKM Building Supplies, has been shortlisted in two categories at the European Paid Media Awards!
Our work has had nods in the Local Campaign of the Year and Retail Campaign of the Year categories. It’s a privilege to have this campaign acknowledged in the industry, considering the results it has yielded for MKM, as well as driving fundamental change throughout the organisation regarding how stakeholders view and participate in digital.
The ceremony is a little while off, so for now, we wanted to give this work a bit of a spotlight on the blog, explaining a little more of the strategy and execution, the results and what the client thinks.
The campaign we’ve submitted to the European Paid Media Awards is a strategic, commercially focused rollout of paid media across a branch-led retail business, designed to drive performance online and in-store.
Built in partnership with MKM’s central marketing team, the campaign set out to prove that digital activity could drive tangible, measurable outcomes for individual branches. From day one, the aim was to support product movement, trade account registrations and increased footfall, while building a paid media model that could scale across the network, empowering branch managers – previously on the sceptical side when it came to digital deployment – to take a lead in their branch’s paid campaigns and work with the Green Ginger Digital team to make their goals a reality.
From an initial five pilot locations to nearly 50 branches and counting as we roll out across the business, the campaign has already reshaped how MKM uses digital to support local trading, and now it’s been recognised on a European stage.
A branch-first approach to Performance Marketing
MKM was established 30 years ago and is the UK’s largest independent builders’ merchant, with 128 branches across the country. The challenge wasn’t visibility; it was relevance. Could digital advertising deliver real commercial impact in a sector where most buying decisions are made locally, by customers who care more about what’s in stock than who’s running the campaign?
Working closely with the MKM team, we built a framework designed to answer that question.
Each participating branch had:
– A fully optimised, location-specific product feed
– A tailored mix of Local Inventory Ads, Google Search and Meta campaigns
– Individual campaign objectives based on branch priorities, whether that was web sales, in-branch collection or account sign-ups
– Reporting at SKU, category and location level, allowing us to track the impact down to product detail
– Training and guidance, created in-house here at Green Ginger Digital, to empower branch managers to want to participate in Paid, with senior members of the GGD team working closely with them to make campaigns a reality in line with their objectives.
To add to this, we excluded brand terms entirely so that every penny spent went towards driving new, incremental demand, not hoovering up existing traffic and calling it performance.
The pilot campaign ran across five branches between April and June 2025. Within that window, there were exponential lifts across key metrics, including web sales, tracked branch visits, ROAD, and revenue generated by paid media, resulting in a very happy client.
More importantly, the pilot gave us a blueprint for what worked and how to repeat it. The model was rolled out to 48 branches by the end of July, and continues to expand across the whole business.
Client Feedback
The campaign not only helped the wider business understand what digital could do, but it also delivered on MKM’s goals, which is really what it’s all about. From boosting footfall and online sales to upskilling teams internally, it’s become a key part of how MKM thinks about growth.
Our partnership with Green Ginger Digital has delivered phenomenal results for MKM, not only significantly improving our web sales, measurement and digital performance, but also understanding of digital channels from key stakeholders, utilising digital to bolster footfall and instore performance, and an actual education piece for our team.
We look forward to our continued work with Emily, Nick and the team, as we roll out this new digital way of working in our remaining stores.
– Andy Pickup, Digital Director, MKM Building Supplies
Emily Falkingham, co-founder of Green Ginger Digital and Performance Marketing Director, added,
“This campaign wasn’t just about performance, although the numbers speak for themselves. It was about shifting the culture internally, giving branch managers the tools and confidence to own their local paid strategy, and building advocates for digital across the network.
For a business like MKM, where branch autonomy is everything, that kind of shift matters just as much as the ROAS.”
Join us in congratulating our team, particularly Natalia Mrozek, who has worked tirelessly to innovate and drive our strategies forward, as well as the team at MKM Building Supplies. Let’s keep our fingers crossed for a win on the evening, but even still, it’s great to have our work recognised on an international platform like this, and long may it continue!
View the full shortlist here.
