Navy Professional - Paid Social
On-point paid social campaign to find new audiences & revenue streams
1314%increase in Meta revenue, YoY
1117%increase in return on ad spend
84%reduction in conversion CPA, YoY
Challenge
Shaping paid social to entice non-trade customers
Navy’s paid social media was initially managed in-house, but the brand had reached a natural turning point where they sought to elevate their strategy.
Having identified a significant opportunity for expansion into the consumer market, the team required a more sophisticated, data-driven approach to effectively translate their professional-grade prestige into consistent growth.
Having already had success with Navy's PPC, and with a wealth of products to suit individuals not just businesses, it was time for a paid social makeover.
We needed to utilise a relatively modest budget wisely, in a highly competitive marketplace, to get traction from both audiences.
This meant a strategy overhaul, assessment of audience behaviours and review of performing creative and their types.
Vision
Beautifying paid content for the right fit
Navy had some excellent creative and a loyal audience in the professional market, so anything we planned needed to utilise and complement this, retaining connection with existing happy customers, while finding new ones.
When every penny counts, it matters more than ever that you understand your audiences. We completed a full audit of the Meta campaign strategy to understand what worked well and what hadn’t.
With new customer acquisition a priority and broad machine learning-led targeting becoming more prevalent on Meta, we saw the opportunity to bring Navy to new beauty fans, and we used their existing Instagram following and data from email marketing activity to do it.
Craft
A data-led, insight-driven paid social campaign that left its mark on consumers
The data we had to hand allowed us to create lookalike audiences for both professional and non-professional audiences.
A period of careful testing and learning allowed us to find the strategy that could deliver the strongest ROI and make the most out of Meta’s advertising features.
It makes sense to build on what you have, so we designed assets that complemented Navy’s popular organic content without sacrificing optimisation for sales. We gradually built a bank of paid content we knew would perform, including vertical video and product catalogue carousels.
By creating hooks for vertical video ads, we were able to make non-professional customers feel like they were hearing about an industry secret, and we streamlined the path to purchase by running dynamic creatives and tagging products within our ad content through Navy’s Meta Commerce Manager.
Finally, we tied it all together with content in collaboration with Navy's internal team to generate content that looks and feels like UGC, designed to highlight key product features.
Deliver
Nailed-on results make paid social a key focus of the marketing mix
Leveraging the existing Navy position and giving customers what felt like unique, valuable insight and access to products changed the game for Navy's paid social marketing, with some standout results.
- Revenue: 1,314% YoY increase in Meta revenue, exceeding our monthly order revenue targets by 731%
- ROAS: 1,117% increase in return on ad spend
- Click-through rates: 150% increase in outbound CTR from Meta, with reduced website traffic CPA of 71%
- Cost per acquisition: 84% YOY reduction in conversion CPA
“Working with Extreme has been a game-changer for our social media presence. Their creativity, strategic thinking and genuine understanding of our brand have helped us not just grow our audience, but truly connect with it. Every campaign feels fresh, considered and results-driven. They don’t just manage social media, they elevate it. I couldn’t recommend the team more highly!”
