The brand had struggled to balance growth on its own site without cannibalizing traffic from its major retail reseller. Committed to offering consumers the choice of where and how to shop, the brand needed to provide a stellar multi-channel shopper experience that also satisfied partners.
They had the creative & fans but needed a growth plan
a customized paid ads strategy pays off
Understanding Buyer Personas
EXCLUSIVE identified two key shopping personas for the client’s brand:
Methodical Shoppers: Those with a checklist that needs to be met before they consider buying a product. In this case: natural ingredients, vegan, and cruelty-free.
Social Shoppers: Those who need pre-purchase social proof and rely heavily on reviews.
EXCLUSIVE Mapped the Customer Journey and Segmented Purchase Stages
Zero-purchase cold audience targets
Zero-purchase remarketing audience targets
Each stage of the customer journey required a unique strategy. EXCLUSIVE's Paid Ads team targeted new customers with social video ads featuring the client’s best gateway products. For methodical shoppers, we touted features such as natural ingredients. For remaining non-buyers, EXCLUSIVE followed up with video ads featuring reviews and testimonials that gave social shoppers validation to purchase.
Post-purchase cross-sell targets
Post-purchase replenishment targets
A data-driven post-purchase strategy followed. Powered by EXCLUSIVE Smart Feeds technology, complementary cross-sell products were identified based on purchase history and then used in ads served 1-2 weeks after purchase. Over the course of the following three months, EXCLUSIVE ran ads reminding past buyers to replenish their stocks. This also helped increase customer lifetime value.
Paid Search Pays Off
Along with optimizing the customer journey on social, EXCLUSIVE balanced the client’s paid search strategy. Using a proprietary campaign methodology called Search Query Funneling, EXCLUSIVE gained control of the search results page, balancing impression share for key terms with reseller visibility.
Product feed optimization boosted visibility for top-of-funnel non-branded terms while driving CPC down. This started a profitable growth phase that allowed expansion into top-of-funnel ad types on YouTube and Pinterest. These tactics increased visibility for non-branded searches and accelerated new customer growth.
Exquisite RESULTS Achieved
EXCLUSIVE met and exceeded the client's goals by generating incredible YoY results measured both at the channel and website levels:
Brand Site Performance: 83% revenue increase from a 113% conversion lift.
Product Ads: 40% revenue lift driven by a 50% conversion.
Social Ads: 318% revenue increase from a 97% spend increase where cold audience and new customer remarketing generated 94% of the revenue lift.