AN ADVERTISING CASE STUDY
ADVERTISING CASE STUDY (E-COMMERCE)
International e-commerce brand selling jewelry is on a mission to help people express their personalities with trendy, affordable accessories.
120 Days (Nov 1, 2020 – Feb 28, 2021)
1.97
€514,306.21
As with most e-commerce stores selling similar products as their competitors, it is hard to convince the customers to purchase from their store specifically.
The brand was solely relying on Facebook and Instagram as a traffic channel and to generate sales, so they had to find a way to stand out from the competition with a highly effective marketing
campaign on Facebook and Instagram.
We built a chatbot that would introduce customers to the brand in a unique way and at the same time engage the users while they were having fun. This was all done via interactive education using quizzes, games, and inspirational content delivered to the user in a highly personalized manner.
As a bonus, the chatbot helped to respond to customer support inquiries which solved the problem of not having customer support 24/7.
In combination with the chatbot funnel, a full-funnel Facebook strategy was implemented to increase the revenue from the ads which allowed the business to scale and increase their sales by 212%.
1Quiz-led gen – the best way to generate leads into the funnel in a fun and engaging way. The cost per lead was lower than the cost per click to the website on the previous campaign the store was running.
2We shared content from happy customers to build trust and desire for the products.
3We encouraged the user to familiarize themselves with the brand by connecting on Instagram.
4We asked the customer what style, design, and budget was preferred and provided them with highly personalized recommendations.
5We continued our nurturing sequence with more games, giveaways, contests, and more until they became buying customers!
1Quiz-led gen – the best way to generate leads into the funnel in a fun and engaging way. The cost per each lead was lower than the cost per click to the website on the previous campaign the store was running.
4We asked the customer what style, design, and budget was preferred and provided them with highly personalized recommendations.
2We shared content from happy customers to build trust and desire for the products.
5We continued our nurturing sequence with more games, giveaways, contests, and more until they became buying customers!
3We encouraged the user to familiarize themselves with the brand by connecting on Instagram.
CUSTOMIZED RETARGETING
Based on the action the user took on the store and how close to the sale the user was, different placements of ads and different images/videos and ad copies were used.
PRODUCT-SPECIFIC RETARGETING
We implemented product-specific retargeting and showed the exact product the user was interested in, to make the experience and ads even more relevant.
RETARGET MESSANGER SUBSCRIBERS
From Manychat, one can create tags and upload custom audiences inside to Facebook to hyper-target users based on different attributes. For example, we asked what styles and colors the users preferred inside the messenger chatbot. Later on, we showed them this on the Facebook feed with ads.
Amount spent: €261,557.07
Revenue: €514,306.21
ROAS: 1.97
Profit: €252,749.14
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