Media Case Study

PRYA

Paid Social Management

Brand

PRYA is an online jewellery store specialising in high-quality pieces at an affordable price.

Objective

Decrease the cost per purchase with a focus on customer acquisition.

Challenge

We were approached by PRYA to take over their paid social accounts. Whilst the brand had a steady revenue from loyal customers and a successful organic strategy, they wanted to use paid social mainly to drive new customer acquisition. We were tasked with decreasing the cost per purchase and thus increasing ROAS, whilst also maintaining a focus on new customer acquisition.

Skills:

Paid Social Management, Social Media Advertising, Facebook Ads, Instagram Ads

Strategy & Execution

We began by auditing their account, and have identified a few optimisations, and decided a full restructure was needed. The three main limitations of the account were that it had little to no interest targeting, no dynamic retargeting and was running creative for too long, reaching ad fatigue.

We initially began by ensuring the basics, such as event tracking, catalogues and CRMs were integrated and performing correctly. With these in place, we were able to implement dynamic remarketing and track results across Facebook Ads Manager and Google Analytics. Having performed a competitor analysis, we worked with the brand to refresh the creative and take advantage of upcoming buying periods such as Valentine’s.

Having implemented an effective remarketing strategy, we began testing the new top of funnel audiences. The challenge when researching new audiences for a brand is not just to focus on the direct interest, in this case, jewellery, but to consider what other brands, products and services your audience may also have an affinity with. We dedicated 80% of the budget towards these top of the funnel, cold audiences with a full-funnel structure in mind.

Campaign Results

Having taken over the accounts at the end of January, we have explored new and relevant audiences, increasing the purchase conversion rate across the account whilst also bringing in new users. This in turn has driven the cost per purchase down by 55% and brought the account up to a +95% ROAS.