Headwear, Paid Social Management, Google Ads Management and Business Intelligence.

Challenge

BBcO had a big successful jumpstart into e-commerce growing their sales and brand awareness in their initial years but since had plateaued in terms of growth. The digital marketing team at One Day Agency were challenged with a 3-month activity across paid channels to prove the growth was still possible!

Strategy & Execution

This is a common and classic challenge we take on when inheriting existing accounts from third parties. And we typically start by understanding competition and respective markets, auditing the existing paid media accounts, and finally identifying low hanging fruits and long-term approaches. Once that’s completed, we review technicals: full-funnel tracking across Google Analytics, Facebook Business Manager and Google Ads, and all other e-commerce data sources such as CRM data, CRM segmentation product feeds and more.

With a complete picture, and having fixed and optimised all the aforementioned structural fundamentals, we’ve rebuilt all accounts structures with complete cross-channel funnels, expanded and explored audiences with granular breakdown and creative ads to match every single campaign goal, setting and audience group.

This structured careful approach enables us to clearly define a baseline within weeks and from there complement and bolt-on strategies, audiences and more to scale. And that’s exactly what happened as you can see from the results below.

Finally, to complement with a bit more detail, obvious low hanging fruits were product feeds for both Shopping Ads and Facebook Catalogues, and better full-funnel campaigns. In terms of a long-term approach, we’ve identified and explored affinity audiences and consumers who would be interested in headwear.

Creative

Part of our account overhaul was the development of entirely new paid social ads designed to specifically fit the social planning and audiences. See some examples on the button below.

Results