BRIEF

Due to the client’s two flagship retail shops being closed indefinitely over lockdown, they were forced to switch their sales focus to their new online shop to continue generating revenue for their artists.

I was tasked with increasing general awareness of their online shop across Scotland to generate online orders for the 300+ independent artists the client supports.

METHOD

Initially I created a brand awareness campaign to generate interest, engagement and drive traffic to the online shop. Guided by customer personas, I tested various interest audiences and creative, focussing messaging on the locality of the artists and the variety and uniqueness of products on offer.

After the initial brand awareness campaign, I applied the learnings to a full funnel advertising structure, using winning audiences. This was blended with a number of retargeting techniques to re-engage website visitors, video viewers, social engagers, email subscribers and past purchasers, to push users closer to transaction.

I was able to use the client’s healthy email database to create a lookalike audience to target, which provided strong results from the start. As the Facebook Pixel gained more data, I was then able to create and test other useful lookalike audiences (e.g. high value purchasers).

Integral to the success of the funnel campaign was the integration of the Facebook Catalog and execution of Dynamic Products Ads (DPAs). These ads were set-up to display the most enticing products to the right users automatically, using carousel and collection ads. This was important for such a varied product catalog, resulting in very strong CTR as well as sales.

RESULTS

Final month of results:

• Sales = 156
• Revenue = £5,163.43
• Ad spend = £1,023.73
• ROAS (Return on Ad Spend) = 5.04
• CTR (Click Through Rate) = 7.16%