Creative
Cherry Top Weddings
Brand
Cherry Top Weddings sell personalised wedding favour booklets featuring puzzles, games and activities based on the wedded couples' lives.
Skills
Paid Social Management
Creative
Objective
Build brand awareness and drive new audiences to order free samples of the booklets.
Challenge
Cherry Top Weddings were looking for a team to handle their paid social accounts on Facebook and Instagram, with the aim of reaching new customers and exposing them to the brand and product through free sample orders. Being a fairly new business, yet to iron out its branding, the main obstacle was producing ad creative that resonated with cold audiences and pushed people to convert.
Strategy & Execution
We began by auditing the account and saw room for improvement within the cold audience targeting, as there were only two audiences running that had multiple targeting, making it difficult to see which was performing well. We split these out, as well as introduced more audiences, which gave us better visibility over performance and more granular control.
The next task was to create ads that were suited to advertising across social platforms, where concise and engaging storytelling is vital. With this in mind, we created a full set of ads, suitable for all placements and in a variety of formats.
As you can see in the video, we prioritised best practices such as introducing the product in the first few seconds to grab attention and hook the viewer. Due to limited assets, we relied on animation to really bring the product and its features to life. This is well suited to video ads as it allows us to get across information in a short amount of time, whilst also following brand guidelines on colours, fonts and tone of voice. Finally, we finished with a logo to ensure brand retention and recognition and also utilised a strong call to action.
Results
Having implemented the new creative across our audiences on the 30th of March, we saw an immediate uptick in sample requests, bringing the cost per acquisition down by around half. From here we were able to implement a full-funnel approach, retargeting people across paid social channels as well as through email marketing. With a positive ROI, we will look into further brand awareness channels such as Pinterest to invest in.
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