We broke the strategy down into 4 key areas:
AUDIENCE DEFINITION
By having a deeper understanding of the existing customer base we could leverage existing data to define key audiences within Facebook Ads Manager, drive greater brand awareness and higher quality traffic to the website resulting in a better conversion rate.
TEST & LEARN
We know that performance marketing isn’t an exact science. We carried out iterative testing of adverts across various paid channels. Through this iterative approach we continually tested and learned in order to understand what drives optimum performance.
COVID FRIENDLY MESSAGING
To instil customer confidence it was important that we adapted our messaging across all channels to give the customer reassurance that their safety comes first and Chaps is the place to go.
RETARGET TO CONVERT
This year, our target audience was altered slightly to prioritise existing customers. Through our retargeting program we targeted users and customers with the right message, at the right time as they moved down the booking funnel
Jordan Davies — Managing Partner
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