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Since 1994, Phillippa Grogan has been living out her vision to create a leading bakery and provisions shop where everything is made using local and organic ingredients (where possible). Grogan expanded this vision in 2014 by launching an online store to sell her award-winning products beyond the scope of physical stores.
PROBLEM
Looking to ease the backend admin management of her website and drive more direct traffic to the homepage as well as increasing overall sales, Phillippa and her team reached out to The Social CliQ to provide a digital marketing strategy that would allow them to achieve their goals.
THE STRATEGY
Strategising for this campaign, The Social CliQ established a two phase solution. Based on Phillippa’s desire to ease the admin management and funnel user experience, the first phase of the strategy was to redevelop Phillippa’s website on a Shopify platform.
In order to drive traffic towards the newly established and functional website, The Social CliQ implemented a Facebook Ads funnel. A previous brand awareness campaign run for Phillippa’s allowed us to hone in on our target audience and facilitate purchase conversions.
Identifying the particular products that yielded greater results for Phillippa’s enabled a much more concentrated conversions campaign, with a clear focus on Phillippa’s speciality: Christmas hampers and gingerbread houses.
To ensure a high customer return and reduced abandoned cart rates, we drew on the information provided from the conversions campaign to effectively remarket to our target audience. This provided an opportunity to rerun a dynamic ads carousel showcasing products individuals had viewed but not purchased, as well as providing purchase incentives.
THE RESULTS
Our strategy enabled significant increases in areas that enabled the business to grow rapidly and achieve digital KPI’s.
Our branding messages made 198,000 impressions and enabled 2,400+ website clicks due to the active campaigns.
This resulted in an increase of 130% in online store sessions and saw a 68% increase in online store conversions.
By enabling more direct traffic as well as ensuring easy user experience on the website, we saw an increase of 149% in total sales (compared to the previous period) and 242% in total orders during this campaign.
Additionally, through the inclusion of the retargeting component of the funnel, Phillippa achieved an 11.25% returning customer rate (40% increase).
As a result, the two phase strategy implemented by The Social CliQ saw a ROAS (Return on Ads Spend) of 800%. Defining the business objectives from the start allows the team at The Social CliQ to implement a strategy specifically tailored to your needs, empowering the delivery of exceptional results.
