Increase in total revenue compared to the previous year.
Increase in repeat purchasers compared to the period before advertising.
Decrease in average CPA compared to the previous period.
Giselle Richardson make luxury, limited-edition macarons by hand in their Clerkenwell kitchen in central London. The business was founded in 2012 when the macarons were first sold from a coffee stand and now offers online delivery across the UK. Giselle Richardson’s online shop offers a wide selection of macarons made using seasonal fruit, vegetables, and herbs, with flavours evolving throughout the year.
When Giselle Richardson approached us, their main aim was to increase sales by working with an agency that takes the time to understand the business. They also wanted to increase brand awareness and decrease their overall CPA to increase their profitability. To achieve this, we recommended Facebook and Instagram advertising.
Through our initial analysis, we recognised the following challenges:
- There were a lot of other competitors in the same space that we would need to compete with to win the user’s attention.
- Previous peaks in sales had been achieved by marketing around key dates such as Valentine’s Day and Mother’s Day. However, they struggled to gain sales between the period of Easter to Christmas.
- Previous top of the funnel campaigns had failed to capitalise on relevant audiences.
Facebook & Instagram Advertising
Having discussed Giselle Richardson’s business goals, we decided to begin our Paid Social advertising with a cold campaign. This type of campaign is designed to reach new audiences with a high interest in the brand and product offering. In order to launch our campaign, we needed to create the right content for our intended audience. The client provided some initial imagery and we supplied briefs for further creatives to be photographed. This new creative was edited by our creative team to include USPs, key messaging and CTAs.
We had identified that driving new interest in off-peak periods would be important to improve the overall profitability of the business. Therefore, our strategy involved not only capitalising on key events and dates but also continuing to generate qualified traffic in quieter times when the client had previously seen very low sales.
Once we had run our cold campaign for an initial learning phase, we began to analyse ad performance and looked to capitalise on any opportunities to retarget customers who didn’t initially make a purchase. To move these users down the funnel, we introduced a retargeting campaign targeting people who had previously added to their basket or engaged with the ad. We then looked to increase traffic to the site further by introducing a traffic campaign to increase the pool further for retargeting. To continue our retargeting strategy, we went on to target users at the hot stage of the funnel.
Throughout the period that these campaigns were running, we continued to ensure that ad copy and creatives were refreshed to be relevant to key seasons and events. This also allowed us to continue to refine our copy and creative to the most successful variations. These optimisations also led to an increased average order value (AOV) as we were able to optimise the user experience during key events as well as in off-peak periods.
We planned ahead for key events to provide maximum effect to the account, which was supported by a higher budget and the creation of relevant visual content by our in-house creative team. Meanwhile, our effective retargeting strategy turned engaged users into paying customers.
To further optimise the user journey, we tested various landing pages to understand the kind of content that resonates the most with the audience we were trying to target at the different stages of the funnel. Based on our testing and analysis, we made suggestions to the client for areas of the website that could be improved. By making these changes, the client was able to increase the conversion rate on the site and, therefore, the performance of the campaigns.
Across the period of advertising, we were able to: