scale the

brand into a d2c

heavyweight.

Challenge

How can we scale Passengers existing digital campaigns to hit a lofty 80% year-on-year growth target?

Some of the ongoing challengers we'd been faced with:

1. Fierce competition meant that the market had become saturated.

2. Organic traffic and growth has begun to plateau.

3. Black Friday and Christmas were fast approaching and CPC’s / CPM’s were increasing

Strategy

We broke the strategy down into 4 key areas:

LEVERAGE AUTOMATION
Use existing BI data to refine and segment audiences. By feeding this data into Facebook Ads Manager we could build dynamic audiences which automatically update and improve prospecting and retargeting campaign performance.

MICRO-KPI’S
Rather than focusing solely on key metrics (CPA, ROAS etc.), we outlined micro-KPI’s throughout the funnel, such as Cost Per Landing Page View and Cost Per Add to Cart, to benchmark performance against specific campaign objectives.

CONTENT, CONTENT, CONTENT
The website had a good backlink profile and ticked most technical SEO boxes, but lacked content particularly at category level. By running in-depth category level keyword analysis and writing SEO optimised content we could drive more organic traffic to these pages.

REFINE RETARGETING
Build multiple retargeting funnels based on user behaviour. By blending Google Analytics, Facebook Ads and BI data we could retarget website visitors and existing customers with far greater effectiveness.