Data-driven ad copy and crystal-clear, insight-led messaging to vacuum up audience interest.
To help us meet ambitious goals, we sought a clear understanding of what influences vacuum cleaner purchases. Did you know that we’re 23% more likely to buy a vacuum cleaner after having watched a Facebook video in the past month?
Not only that, but 40% of people planning to buy a vacuum cleaner are more likely to press purchase if they see plenty of likes and positive social media comments; 70% want free delivery, 39% want the ability to spread payments without interest, and they’re 26% more likely to trust online reviews.
This informed all of our ad copy and messaging. We also did a full review of the current paid media tracking and reporting enabling us to have crystal clarity on monitoring and attribution in light of cookies and iOS changes, enabling us to learn from the performance of our campaigns and make continual proactive improvement.
We used the metrics that matter as our yardstick for success, producing a custom tracker which was frequently updated.
We also ensured our media channels and budgets were diversified to maximise campaign effectiveness and produce even more learnings. We strategically split budgets between PPC (Google Search, Microsoft Ads, YouTube and programmatic) and Meta (Facebook and Instagram), adjusting in real-time throughout the campaign.
Our campaign also featured a strategy for prospecting and remarketing, including testing of platforms outside of the business as usual activity.