In this case study, we focus on a British retail company that had a weak presence on social media platforms and was facing a slump in offline sales as well as saturated competition in the online market. Our goal was to identify, attract, and nurture a social media audience through a meticulously planned paid social advertising strategy, ultimately boosting sales performance.
Client Story
When we first engaged with this British retail company, they were at a crucial point of transformation. As a traditional retailer, they had long relied on offline store sales. However, with the rise of e-commerce and changing consumer shopping habits, they saw their offline sales dwindle year by year. Faced with this, the company's leadership realized the necessity to pivot and focus on the online market to regain growth momentum.
Yet, breaking into the online market was no small feat. Despite having a stable customer base in their brick-and-mortar stores, they had almost no presence on social media. Their brand lacked recognition on platforms like Facebook and Instagram, which is a significant disadvantage in today's highly digitalized marketing landscape. Moreover, with fierce competition in the online retail market, they were challenged to stand out among numerous competitors.
"During our initial chat with the marketing squad, we made it clear we're keen on social media marketing. We're on the hunt for a partner who gets our brand and can help us make waves on social, draw in customers, and boost sales. Stoked that FoxData totally gets where we're coming from and what we need."
-Marketing manager at the British retail company
Challenges
The retail company faced major challenges, including:
● A decline in offline sales, with an urgent need to find new growth points online.
● Intense competition in the online retail market, with a lack of brand visibility on social media.
● The need to distinguish themselves from numerous competitors and attract potential customers.
Solution
To help our client succeed on social media, we developed a multifaceted solution aimed at increasing their online visibility and sales volume. Here are the strategies we tailored for the client.
Diversified Ad Creatives
Our first step was to create a variety of ad content that would be presented in multiple formats, including long videos, short clips, and carousel ads. Our goal was to leverage these different ad formats to attract all types of consumers, as each type of ad has its unique strengths and the ability to attract specific audiences.
Long videos tell the brand's story, short clips are designed to quickly capture users' attention, and carousel ads allow us to showcase multiple products or different aspects of a single product. These ads were placed on Facebook and Instagram to take advantage of the vast user base and high engagement on these platforms.
Audience Targeting
Our next step was to precisely target those user groups that had already shown interest in the brand and identify similar potential customers through their website visiting behavior. We employed a data-driven approach, creating segmented audience groups by analyzing user behavior and preferences.
Then, we designed dedicated ad campaigns for these groups with the goal of conversion, ensuring the ad content was most appealing to potential buyers through continuous testing and optimization. This meant not only capturing users' attention but also sparking their interest and guiding them towards the final purchase action.
Budget Control
Successful advertising depends not only on the creatives and targeting but also on how intelligently the budget is allocated and adjusted. We implemented a dynamic budget management strategy, adjusting spend based on the performance of each ad campaign.
Our goal was to maintain at least a threefold return on ad spend (ROAS), and once this standard was met, we would cautiously increase the budget by 10-15%. This way, we could expand our impact without sacrificing efficiency. We avoided sudden, significant budget increases to ensure the smooth running of campaigns that were already performing well.
With these targeted strategies, we were confident in helping the client achieve their business objectives on social media, thereby gaining an edge in the competitive market.
Results
Following the implementation of the strategies mentioned above, the client saw a significant increase in revenue, with 50% of it directly coming from social media ads.
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