A print on-demand, personalised home decor brand from the US with products appealing to mothers of young children and teenagers, as well as pet owners.
With colourful and fresh designs, their brand is a hit with 25-45 yr old mums who are big fans of personalised products.
Owned by two mothers, the brand has a loyal following on Instagram and sees high levels of engagement.
Their creatives are well-designed and they are savvy in their use of reality-TV influencers favoured by their target market.
Nearly all their sales were coming organically through their Instagram page and strong partnerships with influencers.
They wanted to leverage paid advertising to scale the brand and had dabbled a bit into Facebook Ads.
However, they did not have the internal resources or knowledge to scale it properly and were looking to outsource.
We began by gathering all of their existing content and influencer material to identify any missing gaps in order to create an effective ecommerce ad funnel.
We take a customised approach to each ad funnel that we build. They all start from the same structure, but are tweaked specifically to each brand, and through our own internal test and learn process.
Top of Funnel: At this stage of the funnel we ran: Product Explainer Videos, User Generated Content, Influencer Content – all with the aim of showcasing the product, increasing brand awareness and building audiences for retargeting.
We served ads to a cold audience within our target demographic. Our objective here is to capture attention and start building brand awareness.
Middle of Funnel: At this stage of the funnel we retargeted the top of funnel audiences, including platform engagers – Facebook & Instagram, all people who visited the website and/or people who viewed a percentage of videos.
During this stage we used additional user generated content, founder videos, testimonials/reviews with different messaging objectives to the top of the funnel. These objectives are; trust building, increasing FOMO, virility and reminding people of the brand/product.
Bottom of Funnel: The audience at this stage of the funnel is of a higher intent as we build the audience from people who have viewed specific product pages, added to cart or started the checkout process.
We split the messaging into a time framed sequence of 3 days, 6 days and 9 days with specific messaging at each stage.
- 3 days – was a simple reminder or a nudge to complete purchase
- 6 days – was a further testimonial with an offer
- 9 days – was reinforcing the offer and that it was the last chance
This is the final decision-making step. Visitors have shown interest in your product, and they might even have added it to their cart, but not yet completed their purchase. We call this step: Bottom of Funnel (BOF).
In the first 12 months of our collaboration, their revenue from ads reached over $2M, with an ad spend budget of $327k and an average of 6.31 ROAS.
Pre-Black Friday Plan:
The client organised a collaboration with a celebrity reality TV influencer in September, which generated a high amount of traffic to the website and their social media accounts.
We used snippets of the episode showcasing the products in Facebook and Instagram ads,, targeting the show and the TV channel followers alongside our usual audiences.
That celebrity wasn’t chosen randomly: the client knew they were reaching their exact target audience working with them.
By running ads we collected a large amount of visitors and video views in September and October, at a time costs were still low.
We were then able to heavily retarget these audiences during the BFCM period, as well as build lookalike audiences to target similar cold traffic.
This collaboration was proven a success: not only it provided the account with a large audience to retarget, but one of those ad creatives singlehanded brought $460k in revenue in the following 12 months.
We worked with the client to create a pre-sales landing page. We drove traffic from the start of October, up to and including Black Friday and Cyber Monday (BFCM). Gathering email addresses and building the audiences based on the Facebook pixel.
This worked hand-in-hand with the gifting guide over the space of 2 months.
We designed a series of bundles and offers over this period to maximise AOV.
Black Friday (November):
$1M in revenue that month, including $680k generated by our ad campaigns, with a ROAS of 19.43.
Our client generated more revenue in that single month than the entire previous year.
November & December Total:
Over $1 million in ad revenue through Facebook and Instagram with an average ROAS of 12.14.
The whole store drove $1.8 million in revenue during this period, meaning that the paid social campaigns accounted for 55% of their revenue.
We recognised that for us to spend the large budget available in the best way, we needed to work with the client to improve their creative and user generated content, with content being created on a more regular basis.
Influencers: they consistently engaged with multiple influencers, including two well-known US reality TV personalities that were very attractive to their target audience. This allowed us to get content that would stop our target audience in their tracks.
User Generated Content: we encouraged the client to send an email out to 2000 previous customers, as well as organise shouts outs on Instagram and Facebook. This generated a large amount of UGC we were then able to repurpose for all stages of the funnel.
Once we collated all of the content we prepared a series of videos, images, gifs, etc in order to have an over-supply of content that we are able to use within their advertising funnel, which enabled us to achieve the results above.
We built a post-purchase funnel to drive up repeat customers and brand loyalty.
The client wanted us to assist them in increasing their lifetime customer value and improving the customer journey.
As part of the retention consultancy we analysed and created a retention strategy that our client could then implement, this included:
- Email Marketing flows and automation
- Paid Social retention funnel
SMS (text messaging)
- Discount vouchers to include inside packaging, as well as refer-a-friend
- Re-Modelling the customer journey
Working hand-in-hand with our client on their retention funnel they were able to go from an average of 1 order per person to 1.7, increasing the customer lifetime value (LTV) from $70 to $120.
As this was very much a one-off gifting product, we didn’t expect the LTV to increase this much! This is an increase of 70% on their customer lifetime value.
Consultation: Supply Chain
We worked with them on their supply chain as they were reliant on one type of product and a single supplier. We encouraged them to diversify their product portfolio and spread sourcing across multiple suppliers.
This meant that when scaling up and increasing sales, we weren’t having supply chain issues, stopping ad campaigns and could scale up in the knowledge that fulfilment could be met.
- Black Friday (November): $1M in revenue that month, including $680k generated by our ad campaigns, with a ROAS of 19.43.
- November & December Total: Over $1 million in ad revenue through Facebook and Instagram with an average ROAS of 12.14. The whole store drove $1.8 million in revenue during this period, meaning that the paid social campaigns accounted for 55% of their revenue.
- In the first 12 months of our collaboration, their revenue from ads reached over $2M, with an ad spend budget of $327k and an average of 6.31 ROAS.
- Working hand-in-hand with our client on their retention funnel they were able to go from an average of 1 order per person to 1.7, increasing the customer lifetime value (LTV) from $70 to $120.
- Consulted with our client to help them diversify their supply chain so they weren’t reliant on one supplier. This enabled them to scale up and increase sales and stop any supply chain issues, continue their running ad campaigns and we could scale their Ad in the knowledge that fulfilment could be met.