We adopted a fluid test, measure, refine and scale approach by harnessing the granular targeting and cost efficiency of Paid Social advertising outreach. This allowed us to maximise key product launches, events and buying seasons.
This ‘Always On’ campaign was formed of two strands of creative messaging – the welcome series (for new customers) and the post purchase series.
The Welcome Series The Welcome Series is a combination of hard sell, dynamic image and video formats, featuring call to action incentives such as free delivery, embossing and gift wrapping services and email data capture along with softer benefits, featuring information about the quality of the brand including craftsmanship videos.
The Post Purchase ads were served 20-30, 30-40 and 40-50 days after the customer’s received their item. This was because our data indicated that repeat purchasers tended to order again around a month after initial purchase, once they’ve had time to evaluate the quality and appearance of the product (and show their luxury purchases off to their friends).
We also found that October to December represented the biggest sales period and conversion opportunity for the brand, with gifting being a key reason for this. We used custom audience data in the form of GDPR-compliant email addresses to target people that had previously purchased gift-wrapping and embossing with their purchase.