After the year that was 2020, our client wanted to have an especially strong Black Friday weekend sale. To accomplish this, they offered 30% across their entire product range. We moved quickly to ensure our client had the necessary content required to accomplish their Black Friday targets.
Being a highly competitive time for ad placements, we paid extremely close attention to the time of day our ads were scheduled for, their run time and the actions of our clients competitors.
We started out the weekend campaign with three graphics of varying styles and designs, different colours, motion graphics and static graphics. At the initial launch of our Black Friday campaign, each of these were allocated equal budget and targeting the same audiences. However, as time went on we continually reviewed ad performance and optimised accordingly.
The process of optimising these ads also provided valuable insights into the creative process and idea generation of what we might do for this particular client in future campaigns. We learned what colour and text styles and variations we could utilise to ensure our performance improved with each subsequent campaign.
The Black Friday campaign was a resounding success for our client. Over the course of the weekend our graphics generated over 13 times return on ad spend!
The strong result for our client was only made sweeter by the learning into our audience we obtained through optimisation, we look forward to delivering our client even stronger results with this knowledge in the future.
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In the face of Covid-19 and shadows of Brexit, our client wanted to put a huge emphasis on supporting local Irish Brands alongside their multinational offerings. Rather than be an aspect of a campaign, we decided to run this as a separate “Support Irish” campaign with only Irish products included to ensure businesses were benefiting especially during the busy gifting period.
There has been a huge surge in online support for small Irish businesses has been seen amid recent Covid-19 restrictions, with hundreds of thousands of comments and posts using hashtags such as #BuyIrish, #ShopLocal and #SupportSmallBusiness posted on Facebook and Instagram over the last couple of months, our client wanted to play their part in this.
Our client created their in house “Proud To Be Irish, Proud To Support Irish” marketing campaign that we supported through paid social media ads.
We began with building awareness through video product reviews that reflected the importance of supporting small Irish businesses during trying times.
To develop our audiences Interest, we crafted blog posts that acted as Gift Guides for the Irish products that were being highlighted throughout the Support Irish Campaign.
The Support Irish Campaign brought in roughly 25 times return on ad spend! This whole campaign provided us fantastic insight into our audiences. We decided that this messaging resonated so strongly with Irish People it shouldn’t end with this campaign or client. We adapted the messaging to suitable clients and were again rewarded with strong results.
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Gather new audiences from different avenues by providing free value. We worked with our client to create free content spread out over a week just before Christmas, starting on December 15th, targeting our clients Instagram following exclusively.
We began with an email campaign. Through viewing Instagram Story content, viewers would “Swipe Up” to opt into a free group consisting of live workouts for a period of one week to get people feeling great before Christmas.
Through the Instagram campaign, over 250 people swiped up to take part in the live workouts!
Since then over 45 people have signed up to full extensive plans with our clients and become valuable customers representing a conversion rate of 18%.
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Our Client wanted to provide value to their customers, engage with new potential audiences and build up a personalised messaging system to recommend suitable products and drive traffic to their website.
We had noticed that some of our most engaged videos and ads we’re “How to use” and “Product Guides”. We knew we had to utilise this to resonate with this audience on behalf of our client.
This checklist was to make sure everyone felt confident and prepared that they have everything covered.
The next step was getting this Guide out to our audience. We decided on a chatbot messaging campaign where the Checklist could be received to the customers phone straight from Facebook Messenger.
Then we were able to group people based on their responses and tailor follow up messages to suit the person who had opted in, providing them with more value and product information depending on their needs.
We had over 8,000 people opt in to this checklist driving huge amounts of traffic to the website over the course of a couple of weeks, in which our retargeting campaigns could pick up at a later date, creating a really strong funnel for our client.
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We wanted to spread awareness of our clients services and locations while delivering actionable results that would generate leads and see a substantial return on investment.
Social Media Elite are big believers in the marketing funnel, a means by which we can guide customers through the customer journey from first contact with a brand, to engaged and active customers. For this, we needed to convey the results our client could achieve for customers, and the positive effects and value it would bring to their lives.
Awareness Campaign in lead up to promotional event
This stage of the funnel allowed us to show prospective customers the results our client can achieve.
Messenger Ads – retargeted awareness video engagement
This Interest level of the funnel allowed us to gauge the interest in our clients service existing in the market and respond accordingly.
Following our Messenger Ads, we moved to the decision level of the funnel. This activity consisted of videos and testimonials from previous customers of our client to relay the impact the treatment has had on their confidence and share the experience of working with our client. We also utilised an Influencer (one of Ireland’s most prominent Influencers Keilidh MUA) to reach out to an even wider audience and convery the results our client achieved for each of their customers.
The Decision level was optimised for conversions
We ran a competition alongside our other activities that supported the awareness stage of our funnel, but targeted a “Luke-Warm” rather than fully cold, high relevance audience. Entrants who did not win were emailed and given the opportunity to opt in to future communications and competitions.
This email component represented the Action Stage of our overall funnel.
The more engagement each stage of the funnel received, the more we anticipated strong results from the campaign, but our end result was another story completely.
By the time the campaign had come to a close, we had achieved for our client over 7,000 results with a 50% attrition rate.
From an ad spend of €40,000 over the course of the campaign period, we returned and estimated revenue of €1,200,000, a return on investment of over 300!
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Our client wanted to run a 30% Off weekend promo in October 2020. The hope was this would help us help them achieve their monthly targets of €17,000 in sales.
We ran ongoing awareness ads throughout the year. Utilising the marketing funnel, we could turn awareness into results by guiding the customer along the purchase journey.
The awareness of the brand and engagement developed through these videos had to be utilised to develop a stronger interest level in the product offerings and start to warm up our audience.
We suggested that a competition might be the best way to accomplish this, so in the weeks leading up to the promo weekend, we ran an event giving those who had followed our “How To” videos a chance to win over €500 worth of products.
When the time came to launch the 30% Off Weekend Promo, the customer had been guided by us from awareness of the brand, to an active interest in its activities. We now introduced the decision making level of engagement to our audience.
We knew by this stage we had a warm and interested audience, so we expected the momentum and engagement to follow through. The sale was advertised via Facebook, Instagram Feeds & Stories while customers who signed up to our newsletter received advanced notice the day before.
The weekend sale was a huge success! Remember when I said our monthly targets were €17,000 for the month?
We hit €17,500 in that weekend alone! Of that over €8,500 was generated through our Paid Social Ads, 49% of our clients overall sales. Not bad for a weekend, but this is a fantastic example of how the work for a great weekend is done far in advance.
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