Paid Social Ads, Creative

Challenge

We were approached by Union Coffee to take over their paid social accounts. Whilst the brand was generating strong revenue from their paid social activity, they wanted to use paid social to drive new customer acquisition. We were tasked to increase overall traffic and grow the number of new customers, whilst maintaining a positive ROAS. However, as we entered the new year, we pulled back budgets due to constraints.

Strategy & Execution

We started by auditing their account and after identifying some issues and opportunities, we decided a full restructure was necessary. Some of the main limitations were that it was targeting outdated gifting seasons, removed some placements and the creative wasn’t optimised across the platform. 
Initially, we implemented some best hygiene practices, ensuring event tracking, catalogues and customer data were integrated correctly, with these in place, we were then able to create prospecting audiences based on; personas that were given to us by the client, data mined from Google Analytics and using insights from previous campaigns, focusing on key demographics and seasonalities. 

Alongside new audiences, we worked with the client on ad creatives, to promote BAU and seasonal promotions in line with key holidays/trends. Each month, we review the creative and feedback to the creative team on what did and didn't work over the period and what to try for the following month to continue building trust between new and existing customers. With each new piece of creative, we ensured that it was optimised and easily understood across every placement to capture users mid-scroll or mid-tap.

Creative

On top of a complete account overhaul, we set an advert framework that not only built entirely new ads for the brand but also allowed progressive monthly iteration on a feedback loop. Or, in other words, adverts fit for unique goals and audiences that are updated monthly based on tangible results and metrics. Econometrics. See some samples by clicking the button below.

Results

Over the past six and a half months of working on the account, we’ve explored new audiences and segmented pre-existing audiences using best practices, increasing the conversion rate by 57%.