Paid Social Case Study
Stone Refurb focus on extending the lifecycle of IT hardware by refurbishing devices that would end up in landfill. This allows them to make Laptops & Desktops more affordable for consumers with lower disposable incomes, whilst reducing the impact of the IT sector on the environment.
Having scaled Paid Social from £0 to a 7 figure revenue generating channel, it was now a key channel as the brand grew in the 2 years we have worked together.
Black Friday has developed into the key trading period in the Refurbished Technology market and we needed to further enhance the impact of the channel on the bottom line, despite challenging economic circumstances.
With platform costs and competition increasing in the Q4 peak, we needed to maximise the value of the budget. Market conditions were seeing consumers spend less, lowering the Average Order Value and the first ever winter World Cup during the Black Friday Cyber Monday period risked reducing demand during the critical trading period.
Data showed that whilst Black Friday is the largest trading day of the year for Stone Refurb, demand steadily increases over the month, reducing the reliance of success on a single day. To capitalise on this, we launched the ‘Green is the New Black’ campaign at the start of November to run until after Cyber Monday. This allowed us to exit any learning phases early and be visible when consumers interest and purchase intent increased later in the month.
We ran a dual approach on Facebook & Instagram, utilising our high performing always on campaigns backed up with over 12 months worth of data alongside a separate Black Friday offer specific campaign to drive awareness & consideration.
Knowing users may wait until closer to Black Friday to purchase, we targeted users who had engaged by watching a video through to basket abandonment so we were front of mind when they were ready to purchase.
Research also highlighted a growing market for Gaming PCs, driven by the popularity of esports. However, the high price point of new Gaming PCs was a barrier to entry for many consumers. We utilised high impact ad creatives to showcase the quality of Refurbished Gaming PCs and focused on users who would be looking for Christmas gifts, specifically for younger family members.
The fantastic results we've seen working with Stone Refurb since 2020 haven't just been limited to a Paid Social Black Friday campaign.
We've also seen award-winning performance across PPC, SEO, the always on Paid Social campaign and Conversion Rate Optimisation.
Why don't you take a look at the results for yourself!