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Vertical/Industry:  Consumer Goods

Challenge 

A luxury brand marketing team was tasked with introducing, promoting and driving sales for a brand new product to the company.

Summary

The marketing team sought to utilize digital media to drive sales of their new product, a luxury office chair. To ensure a strong customer experience throughout the purchasing experience, the initial media buy was targeted to the Chicago DMA only.  Facebook and Search tactics worked in tandem to prospect and retarget users who showed early interest in the product. Prospecting audiences were identified based on household income, occupations and interests segments, while advanced retargeting audiences were built based on both social and site engagement. 

Client Background

The client is a well-established workplace productivity retailer, best known for their paper shredders. Their new product, the revolutionary office chair, is a part of a larger initiative to position the company as a leader in workplace wellness. As a family-owned company, with leadership spanning several generations, the workplace wellness initiative serves to expand the brand’s influence and maintain a competitive position within the office supply market. The client aimed to do this by holistically addressing both practical supply needs, as well as individual well-being across their product lines.

Solution

Facebook served as the primary medium to build awareness, generate interest, and ultimately drive an engaged audience to the new product page. Six strategic audiences were initially targeted in a campaign designed to drive users to the client’s site. These audiences included: Office Managers and Buyers, Financial Industry Professionals, Entrepreneurs and Small Business Owners, Software Engineers & IT Professionals, and Development & Gaming Interests.  Over the course of the campaign, additional prospecting audiences were introduced to expand reach against the target market, as well as to introduce audience segments intended to conquest against competitor’s customers.  

Two retargeting campaigns were also implemented to reach users who had engaged with the prospecting campaign. Those who engaged with Facebook ads in the prospecting campaign were first retargeted in a consideration campaign that optimized towards users most likely to engage with the client’s website. From there, users who completed actions on the client’s website were retargeted in a third campaign designed to optimize toward users likely to drive purchase conversions. Additionally, a variety of video creative units (link, carousel, & video) were tested that varied in format, imagery, post text and calls-to-action across campaigns. 

Metrics

Performance by Audience

Qualifying Audiences drove 43% of Add to Cart performance and the greatest number of Post Engagements with Likes, Shares and Comments including tagging family and friends. While the video retargeting audience generated the greatest CTR of 1.68%, fewer users from that audience engaged with the landing page.  In comparison, the Carousel Retargeting audience drove the lowest CTR but highest CTR of 0.32%. These metrics indicate that the Carousel Retargeting audience is driving higher intent customers to the website. The conversion campaign was made up of users introduced to the new product in early phases of the conversion funnel. This led to a high intent audience driving the greatest site engagement with a 1.06% CTR. 

Performance by Creative

Carousel units were highly engaging, allowing users to scroll through each carousel card to learn more about the product within the Facebook platform before clicking through to the ad’s landing page. This resulted in the carousel ad units delivering the strongest Post Engagement rate of 36% and highest Site Engagement rate of 0.24%. Video placements consumed 58% of the total Facebook budget and outperformed other creative types across the board while also driving the one purchase conversion.

Optimizations

The first phase of the initial optimization process centered on audience performance and promoting stronger user engagement. Over the course of the first phase, additional audiences were introduced including: Homepage retargeting, Sit/Stand product page retargeting and a Herman Miller affinity. These audiences were strategically introduced to capitalize on user actions and attributes that indicated a higher inclination to purchase products or a high-end office chair. 

In order to target consumers who were already  familiar with the brand, homepage visitors were retargeted. To reach those who have shown an inclination to prioritize workplace wellness, people who explored Sit/Stand product information on the website were retargeted. Lastly, competitor conquesting was achieved by targeting an affinity audience based off of the biggest competitor.

Findings

The Facebook campaign delivered over 3 millions impressions and reached 534,888 unique users. This resulted in 30,083 Landing Page Views and led to 871 actions taken on the new product’s landing page. Prospecting audiences drove more actions that indicated purchase intent than lower-funnel retargeting segments and drove 43% of all Add to Cart performance and 42% of the total Product Page Views.

Upper funnel tactics fueled both social conversion audiences, as well as paid search volume, which was another channel utilized during Phase 1.  With this in mind, extending outreach to further promote and educate consumers on the benefits of the luxury chair was key to promoting sales growth. 

Where can I get some?

Over the course of Phase 1, Facebook was used to build awareness, generate interest and ultimately contributed to one chair purchase. When looking at the social performance of this campaign, Facebook was able to capture a highly engaged audience, confirming this channel plays a key role in bringing customers into the funnel and nurturing them further down the purchase cycle.

Similar initiatives may also benefit from additional prospecting strategies including establishing campaign objectives designed to drive Post Engagement or Video Completions. These strategic tactics will increase awareness of the new product as well as expand the reach of social initiatives by encouraging organic sharing and user interaction.