Drove £53,884.05 in overall revenue over a 4 month period.
Generated a ROAS of 3.57 from Paid Social campaigns over a 4 month period.
Drove 636 sales from Paid Social during our partnership.
The Challenge
Obby is revolutionising the world of education, offering fun and educational at-home and in-person learning for a wide range of courses. Learners can choose from at-home learning kits with live online tuition, pre-recorded video tutorials and in-person classes – all designed to bring the next generation of learning to their users.
When we were approached by Obby, it was important to them that they grew their business without losing the success that they’d built up by advertising in-person courses in London.
During our initial analysis we identified some key challenges to scaling their brand:
- A lack of brand awareness campaigns at the top of the funnel.
- As a consequence, low traffic and reduced revenue – the need to boost ROI as a result in order to increase profits during a time when Covid restrictions were lifted.
- A competitive industry which would require us to drive a high volume of traffic to the site at a low price in order to ensure maximum effectiveness.
- Significant lost revenue due to lack of retargeting – Obby’s strong SEO and organic social marketing drove a huge volume of traffic that wasn’t being recaptured.
Solution
When we first began working with Obby in December 2021 their initial desire was to only advertise in-person courses to audiences in London, as this was what their LTV figures were founded on.
In order to scale their reach for these in-person courses, we set up three Facebook campaigns at each stage of the marketing funnel: cold interest prospecting, warm website visitor retargeting and hot abandoned cart retargeting. This was to capitalise on the high volume of relevant traffic that was being driven to Obby’s site by their existing SEO and organic social marketing campaigns.
Our initial strategy for top of the funnel targeting was to advertise courses to segmented audiences, using relevant interest groups that we would test and refine as they performed. For example, advertising a pottery class to the following audience ad set: Female, Aged 25-54, with interests in Pottery, ceramics, art & sculpture. This allowed us to scale their top of the funnel campaigns horizontally, by introducing new courses as new ad sets.
This was in line with our main objective of scaling brand awareness but in a cost-effective method, to curate high-performing campaigns that had longevity at their core.
This produced positive results and we saw a significant uplift in their profitability. However, a new challenge soon emerged within the first few weeks of this successful strategy, towards the end of December, with the emergence of increased anxiety over the Omicron variant. After speaking with Obby we decided to shift our strategy to only advertise the at-home learning kits until audiences seemed more comfortable with in-person classes again.
Ultimately, this was a beneficial decision for our strategy, as it aligned with an opportunity to push January messaging which played on the common desire to start the new year fresh by learning new skills and honing existing hobbies. We were able to hone in on this message, and also attract potential customers who might otherwise be put off by the social aspect of the in-person courses.
As a result we were able to drive 197 purchases in January at an overall spend of £2,500, with a CPA of £12.90. We also achieved a conversion value of £13,000 with a ROAS of 5.15.
In February, around the time that public opinion of the Omicron variant settled, and in line with changes to government advice regarding Covid restrictions, we changed our strategy to advertise the in-person classes again – in close communication with Obby throughout for these larger-scale strategy decisions.
By this time, we had a wealth of data to analyse in order to optimise our campaigns from the outset. Our data indicated that, historically, the highest performing campaign was the middle and bottom of the funnel retargeting efforts.
Based on our understanding of the average customer journey for Obby, this was not surprising. After being exposed to one of our top of the funnel adverts, the consideration stage was slightly longer than other purchases in the eCommerce industry, as users would research topics, course times, course dates and if friends would join, for example. This meant that for Obby, it was imperative that our strategy focused on effectively retargeting these users, to ensure minimum drop off.
Understanding this allowed us to proactively optimise our in-person campaign and drive positive results even in their first few weeks being live again.
In March, to ensure the continued success of these retargeting campaigns, we launched a cold traffic campaign that drove high levels of relevant traffic to the website at a low cost. Doing so provided a constant stream of traffic which was funnelled into our retargeting campaigns, bringing down the overall frequency of our ads and minimising ad fatigue.
At first, and in line with our initial targets of scaling brand awareness within a reasonable budget, CPC was the key performance metric we were using to identify the success of this newer traffic campaign. However, it quickly began delivering results at a CPA of around £40 (which was our intended CPA for top of the funnel targeting). So, to maximise its efficiency and success, we scaled this campaign up to over 10 times its original daily spend by introducing new ad sets and incremental budget changes, that enhanced performance without disrupting the campaigns success.
As a result, during the time that we have worked with Obby we have been able to generate 636 sales with a total overall revenue of £53,884.05 just from our paid social campaigns, from a campaign spend of £15,069.81 between January and April 2022.
We were able to scale the visibility of their brand during anxiety surrounding the Omicron variant, changing government restrictions, and changing consumer demands, through proactive management of our campaigns, informed budget choices and bold strategy decisions.
The Results
Since working with Obby we have:
- Effectively scaled a full funnel marketing strategy during a period of uncertainty surrounding Covid, driving visibility and recapturing relevant traffic with high-performing retargeting campaigns.
- Drove £53,884.05 in overall revenue during the 4 month period.
- Achieved this level of revenue for a comparatively low overall spend of £15,089.81.
- Generated 1,901,527 total impressions and a reach of of 542,295 during this time.
- Achieved an average CTR of 1.10% within a competitive learning and eCommerce industry.
- Drove a ROAS of 3.57 from our Paid Social campaigns over a 3 month period.
- Achieved an average CPA of £23.69, below our average target CPA of £25.
- Generated 20,981 link clicks across our full-funnel campaigns, at an average CPC of £0.44.
- Drove 636 sales from Paid Social during our partnership.
- Assisted Obby in achieving a total revenue of £600,000+ during the time we’ve been working together.
