Paid Social Management with Facebook, Instagram and Snapchat.

Brand

KOI is a trendy & cool online vegan footwear brand that embeds and represents a niche culture and language.

Objective & Skills

Scale brand into a new channel & markets.

• Paid Social Management

• SnapChat Ads

• Google Analytics, Google Trends

Challenge & Response

With a very successful entry-to-market in the past couple of years and in a paid perspective leveraging mostly Facebook, Instagram, Google Search, Google Shopping and Influencer Marketing, KOI Footwear challenged us to look yet into another digital media channel to scale and grow the brand further. The response was obvious given the niche and unique context of the brand: SnapChat.

In a TikTok and 10-sec horizontal video world, the approach to Snap had to be very different to other paid channels. Not only in a creative perspective but also in how we would structure campaigns, use pixel data, custom audiences and more. Replicating Facebook or Instagram structures would simply not work. On top of this, as a ROAS-oriented brand, Snap’s data is not visible on Google Analytics due to how SnapChat’s app is built and loads web pages.

The first step was to then demonstrate ROI in the platform. We’ve targeted a single city in the UK for one month and benchmarked it against a control city. A second step before fully building the account was to target the entire UK for yet another month and measure ROI cross-channel by looking at daily uplifts in sales & revenue. Finally, when confident that the channel would perform above 3.5 ROAS, we’ve started to build out campaigns by firstly using broad targeting & remarketing windows and later on by adding granularity to campaigns and leveraging Target Cost bidding strategies.

Results

With our approach to test, iterate, scale & refine, over Q3 & Q4 2020, SnapChat was the key performing channel for the brand contributing with over 25% of the overall brand’s revenue far exceeding ROAS target by over 40%.