Marrying up different paid activities for a comprehensive, research-backed ad strategy.
To drive awareness of the other products — including the ThinOptics range of reading glasses — we implemented a YouTube advertising campaign utilising custom audiences. This led to an increase in searches for the brand which we maximised by creating and refining search and shopping campaigns focused on this product line.
Through analysis of sales data, we uncovered other products to advertise based on revenue and conversion rates. Dedicated search and shopping campaigns followed, securing valuable visibility for these products.
On the AB Mask specifically, we used search data to help us refine our shopping feed, serving ads based on what is most important to the customer — colour, washability, reusability — and included these features in our search ad text and product titles and descriptions.
We harnessed behavioural email marketing tools, including Klaviyo, to nurture relationships with users and encourage direct transactions. This included complex automated workflows, such as:
Brand-specific welcome flows that delivered relevant content to the user based on which specific ranges they expressed an interest in
Abandoned basket workflows and cross-sell workflows
Engaging and creative campaign emails, sent out a few times a month
Needless to say, these were eye-catching, on-brand and beautifully designed, tapping into seasonality (Halloween and Black Friday), increasing engagement and keeping our open rates and conversion rates exceptionally high!