Kindered bravely sells Maternity & Nursing Clothing and related products online across the world.
DIGITAL MARKETING
OBJECTIVE
Expand, reduce CPA
and optimize current
audiences/spending.
CHALENGES
Brand awareness, preference & loyality-a number of existing
Maternity & Nursing Apparel Brand companies (competitors)
that offer similar product.
SOLUTION
We did careful analisis with their on-going campaigns and
come out with better identifications. With Kindred Brevely
customer database and traffic.
WE CREATED A VERY LEAN CAMPAING STRUCTURE
(using different approaches from their on-going campaigns)
to reach out for the audiences
RESULT
Created our own facebook l Ad create structure that helps keep lower CPA and ROI always in the picture.Man-aged to lowered down owerall CPA (at CPA 18.68),initially at around 50$ (ran by client).Troughout the activation of our campaigns,we ar able to maintain the CPA lower and increase the conversions than client's
Optimization & Vieving Performance
Utilizing different Campaign Objective and Biddings For instance ,duplicating the converting campaigns and goals such as:
Website clicks
Page Post Engagement
Offer clime & etc.
Use different optimization and bidding to reach more
people and to get more conversions at low cost
Different Objectives Biddings Cost.
Testing different biddign alows the to reach different group of audiences and can help the campaigns to get more conversions at lower cost if utilized correctly.For example:Biddign options that can be utilized in the Kinder Brevely Optimizing for Clicks: Getting more interested clicks and visits to the website for future remarketing purpooses.Daily unique reach:to build the awareness with daily frequency cap.Optimized for engagement: Getting more responses such as comments, likes and shears from the targeted audiences for more Brand Exposure.
Age Segmentation
Sgment the targeting of the campaign & ad sets by age and allo-
cate the budget and scale accordingly based on performance.
Separate the performing campaigns by age for better allocation of budget to the performing ones for better results with lower CPA higher ROI.
For example:
Data Extracted from FT Bra Moms Choice Award-LL 7-9-:30-
Checkout Campaign shows that.
Optimization & Viewing
Performance
Creating new campaigns that utilize Facebook targeting such as:
1.Lookalikes+Parenting Interests
2.Lookalikes+ Pages related to babies & parenting interests
3.Lookalikes+ Parent or Married demographics.
3.Targeting Friends of Fans of the Facebook Page
Friends of Fans usually have similar circles & interests
Creating new campaigns that utilize Facebook targeting such as:
1.Lookalikes+Parenting Interests
2.Lookalikes+ Pages related to babies & parenting interests
3.Lookalikes+ Parent or Married demographics.
3.Targeting Friends of Fans of the Facebook Page
Friends of Fans usually have similar circles & interests
Campaign Strategies
Utilizing Facebook targeting
Creating new campaigns that utilize Facebook targeting such as:
1.Lookalikes+Parenting Interests
2.Lookalikes+ Pages related to babies & parenting interests
3.Lookalikes+ Parent or Married demographics.
3.Targeting Friends of Fans of the Facebook Page
Friends of Fans usually have similar circles & interests.
Funnels
(Cold-Warm-Hot)
Apart from running the usual campaigns eg.Conversion, DPA,
CTW campaigns that gain conversions, from the discussions
we had from our client-we find the importance of creating 'Awareness'/'Brand Awareness'
One of the way of driving awereess is through engagment.
We encouraged client to improve on their current blog site and fan
page by creating more relevant posts and update regulary
We have been using relevant blog articles and videos created by clients to run some dedicated awareness campaigns and CTW (click to website)
• These campaigns are receiving fairly good results as not only did we get clicks i.e people who are interested in the topic/ads but also some purchases
Blog Article titles
Making blog articles available for all visitors - Making blog button/menu visible on the main website - Create and post different topics/discussions - Update regularly e.g. twice/more a week - Promote/boost the posts with detailed targeting (cold audiences) e.g. lookalikes + interests
We suggested client to post more articles/useful informations on the site Article/blog posts should be highly related to the product/brand and targeted audiences’ interests Recent hot news can be shared added with inputs/opinions and seek for targeted audiences’ opinions Following slides are the example/ideas/titles. We did some researches on the topics that can be used.
Examples of top/recent hot posts shared on Facebook
Keywords
