Since the product is at a higher price point, we had to think strategically on our campaign structure and funnel. The customer journey would be slightly longer than on lower priced items, so we planned accordingly.
When we had designed the funnel structure and campaign strategy, we started to outline the different messages we wanted to share on each step of the funnel. We had to share different benefits of the products together with certain problems that the customers were experiencing to build trust and show the value of the product.
We wrote ad copies, designed images, and also created videos. We made a lot of testing with different marketing angels to see what worked best, and then we continued improving on that.
Another thing that we did was to produce content marketing in form of blog post and articles that were both entertaining and educational for the audience, were we showed the benefits of the products. This was a great way to sell without selling and also disarm the customer.
After a while Hannes also did photoshoots and recorded video for the brand, and the results from this marketing material was great and they performed extremely well.