Paid Social Case Study
Salonwear Direct has been in business for over 50 years fitting out dentists, healthcare professionals and salons by building direct relationships and selling through colleges and schools.
After seeing new competitors enter the market and sell direct to the end consumer, and not wanting to be left behind, Salonwear needed a roadmap to grow its online presence and reconnect with its audience.
They were already running PPC campaigns with some success, but will limited brand visibility their cost per click where high and conversion rates were low. They needed more brand awareness to be able to compete with their competitors.
With a limited budget, they needed to reach a new audience, build brand awareness and generate sales. All whilst providing a positive return on investment to drive further investment.
It was agreed to re-build their Facebook and Instagram campaigns, but with limited activity being run through these previously it would mean starting virtually from scratch.
We knew we had to rebuild the Facebook and Instagram campaigns with little to go from within the platform itself.
We started by reviewing all their existing 1st party data sets, understanding their user’s demographics, behaviours and interests to create their ideal customer profile.
This gave us the building blocks for a ‘full-funnel” account structure. By not focussing on just “low-hanging” fruit we aimed to drive consistent growth in customer acquisition. Funnelling cold audiences with the right creative before re-marketing them with the right products at the right time.
To maximise this approach we needed creatives that spoke to different audiences at different stages. We leverage catalogue ads, and static and video creative to do this.
Finally, we uploaded the data sets we reviewed at the beginning, using this first-party data for re-marketing and look-a-like audiences. This gave the account the perfect footing and drive instant performance laying the platform for continued growth.
After remaining stable for several years Salonwear Direct are now growing and outperforming its closest competitors. Using their 1st party data got this campaign off to a flying start.
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.