The Strategy

Step 1, we had to diversify our media. Simple. We couldn’t achieve our targets if we didn’t. The client was a little taken aback at first, unsure how we could make this work. Wouldn’t it be better to invest in just one or two channels specifically?

With a 20% off offer in the bag, we set about building our audiences, of which a number were used. We built our the customer “avatar” in terms of interests, affinity interests and life moment customers ie. new homeowners, this combined with lookalikes of previous purchasers, retargetting audiences from website CRM data, pixel data from social engagers - al of which drastically increased our audience pool.

In terms of channels, we recommended to Arlo & Jacob that we explore the HUGE potential of Pinterest, a channel with an audience rife for the taking given the subject matter. Therefore we introduced a prospecting and retargeting campaign which in itself generated £30.7K with a ROAS of 9.7! But it didn’t end there. 

With the push sorted, we wanted to nail the pull. Social is incredible for reaching new audiences and opening a conversation, but Google was where we could get to audiences with purchase intent. Essentially we wanted to utilise an optimisation strategy that didn’t rest solely on the most obvious platforms, but we fine-tuned the activity to work harder and more effectively for our client. This paid off with the best results the client has seen for a campaign of this kind.