A modern office retail company looked to AdParlor to efficiently drive offline store purchases and increase their ROAS during an unconventional back-to-school season.
They also wanted to increase brand awareness and diversify their activities outside Facebook.
Our team created a highly segmented targeting strategy that focused on two buckets – B2B and B2C audiences. Furthermore, the team also conducted innovative and extensive research on the customer personas we wanted to target, and within each bucket, the team identified areas for prospecting and retargeting.
CAMPAIGN OBJECTIVES & MEASUREMENT SOLUTIONS
To meet the client’s goals, the team ran a full-funnel targeting strategy with the upper funnel focusing on brand awareness, the mid-funnel tactics driving traffic, and lower funnel initiatives to drive traffic and offline conversions. For measurement, AdParlor used MWB Studies and LiveRamp to passbook offline data. These helped us measure the client’s primary KPI of offline ROAS and store visits.
The client achieved a 16% higher blended ROAS and drove significant purchase intent by diversifying onto Snapchat and Pinterest vs. staying on Facebook / Instagram.
In the ‘Placed Study,’ cost per store visit was $0.09, and the incremental lift was at $0.22, 86% lower compared to the retail norms of $0.41
2.7 PTS rise in message association
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