Kindred Bravely

Case Study

DIGITAL MARKETING

 
 
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KINDRED BRAVELY

Kindered bravely sells Maternity & Nursing Clothing and related products online across the world.

OBJECTIVE

Expand, reduce CPA and optimize current audiences/spending.

CHALLENGES

Brand awareness, preference & loyalty - a number of existing Maternity & Nursing Apparel Brand companies (competitors) that offer similar product.

BREWING HOT'S SOLUTION

We did careful analysis with their on-going campaigns and come out with better identifications. With Kindred Bravely customer database and traffic, we created a very lean campaign structure (using different approaches from their on-going campaigns) to reach out for the audiences.
 
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Results

Created our own Facebook Ad structure that helps keep CPA lower and ROI always in the picture. Managed to lowered down the overall CPA (at CPA $18.68), initially at around CPA $50 (ran by client). Throughout the activation of our campaigns, we are able to maintain the CPA lower and increase the conversions than client's.
 
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Optimization and Viewing Performance

• Utilizing different Campaign Objective & Biddings For instance, duplicating the converting campaigns and use it to create different campaign goals such as

Website Clicks
Page Post Engagement
Offer Claims & etc.

Use different optimization and bidding to reach more people and to get more conversions at low costs.

 
 

Different Objectives Biddings Cont.

Different bidding option influence the group of audiences that the ads will reach.

Testing different bidding allows the campaign to reach different group of audiences and can help the campaigns to get more conversions at lower cost if utilized correctly.

For example:

Bidding options that can be utilized in the Kinder Bravely

Optimizing for Clicks: Getting more interested clicks and visits to the website for future remarketing purposes.

Daily Unique Reach: To build awareness with daily frequency cap

Optimized for Engagement: Getting more responses such as comments, likes and shares from the targeted audiences for more Brand Exposure.

 
 

Optimization and Viewing Performance

• 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.
4. Targeting Friends of Fans of the Facebook Page
Friends of Fans usually have similar social circles & interests

Age Segmentations

Segment the targeting of the campaign & ad sets by age and allocate 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.

 
 

Age Segmentation Cont.

For example
Data Extracted from
FT Bra Moms Choice Award - LL 7-9:30 - Checkout Campaign shows that

The budget were mostly allocated to 25-34 despite of having higher Cost per Purchase.

Audiences aged 35-44 should be allocated and scaled up with more budget based on the CPA performance and the likelihood of conversions.

 
 

Campaign Strategies

• 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 awareness is through engagement. We encouraged client to improve on their current blog site and fan page by creating more relevant posts and update regularly

• 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

 
 

Campaign Strategies Funnels
(Cold - Warm - Hot)

To create ‘awareness’ campaigns targeted at cold audiences or new lists ‘Warm up’ the cold audiences by showing them related reading materials/products Introduce and expose them to ‘Kindred Bravely’ brand/products Collect new clicks/traffic to website/landing pages (specific) Combine the awareness (non-remarketing aka cold audiences) and remarketing campaigns strategy
Remarketing campaigns : show them different/a more direct ads - product with exclusive promo/special offer

 
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Blog/article titles

• We suggested our client to create more articles/update regularly on blog (also, on fan page)

• Related reading materials : blog post/articles related to targeted audiences (potential convertors) or brand

• Building a solid foundation : blog on the main website - http://kindredbravely.com/

• 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

 
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• We noticed that the ‘blog button/menu’ is not found/made available on the website
• i.e. you wouldn’t know if there is blog/blog posts on the main website if you do not have the url link - https://www.kindredbravely.com/blogs/bravely.

 
 
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Previously, it has (only) a total of four blog posts/articles on https://www.kindredbravely.com/blogs/bravely

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.

 
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Keywords/ideas according to result of
the searches from google (United States)

 
 Keywords/ideas related to ‘Breastfeeding’

Keywords/ideas related to ‘Breastfeeding’

 
 Keywords/ideas related to ‘Nursing/Apparel’

Keywords/ideas related to ‘Nursing/Apparel’

 
 Keywords/ideas related to ‘Nursing mum’

Keywords/ideas related to ‘Nursing mum’

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Recommendations

 

• By improving the overall blog/articles on the main website will help to increase the traffic to the main website

• The number of likes & engagement on the fan page will also subsequently increased/improved

• By providing more useful informations will leave a good impressions on kindred brand from targeted audiences i.e. brand awareness/advantage

• Immediately actionable: we can work on just one piece of content first before building up the whole blog. The piece can talk about the most asked question you receive. We’ll use this piece of content to warm up the audience to the Kindred brand and its products

 
 

Results (Awareness Campaigns)

 

Here’s some screenshots of the results (initial phase) of awareness campaigns when we just started running:

• The results of the awareness campaigns during the first 14 days of activation


• The campaigns had a total purchases of 36 at CPA $26.51

 
 

Awareness campaigns performance

 


• The results of the awareness campaigns during the first 14 days of activation

• The campaigns had a total clicks of 15,683 , high CTR at 7.04% and CPC at $0.06

 
 

Retargeting/Custom Audiences

 

From the awareness & PPE campaigns, we created retargeting campaigns for the visitors of the blogs & also videos.

We created custom audiences who viewed specific blog and also video audiences that watch 75% and 95% of the videos

The purpose of the campaigns is to retarget the blog/video
    audiences who performed actions toward the ads/on website
    and believed to be highly interest in Kindred’s products
    I.e. customers acquisition

 
 

Retargeting/Awareness campaigns performance

 

The results of the Retargeting campaigns during the first 3 days of activation

The campaigns had a total purchases of 15 at CPA $27.55

 
 

Overall Campaigns performance
(Lifetime)

 
 
 
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Overall Performance
(Weekly Top ads)

Top Ad based on purchases & CPA
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• Campaign name: BH- CTW Retargeting FT Bra Moms Choice Award
• Ad set name: Add to Cart 1 Day
• Ad name: Carousel Ad - FT Bras
Clicks: 4
•Click-Through-Rate (CTR): 0.99%
Purchases: 8
• Cost Per Acquisition (CPA): $4.21

 
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• Campaign name: BH All Products DPA_Mobile
• Ad set name: All Product Viewed Audience 30 Days
• Ad name: Bras - Product catalog sales
• Clicks: 70
• Click-Through-Rate (CTR): 1.28%
• Purchases:8
• Cost Per Acquisition (CPA): $4.41

 
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• Campaign name:BH Seamless Bra & Tanks Carousel_Mobile
• Ad set name:Purchase Lookalikes+BreastFeedingV2 20-38
• Ad name: Seamless Bra & Tanks
• Clicks: 78
• Click-Through-Rate (CTR): 1.61%
• Purchases: 5
• Cost Per Acquisition (CPA): $6.95

 
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• Campaign name: BH - Reach - Past Purchasers
• Ad set name: 4 Day Cap
• Ad name: Wish You Would Have Known
• Clicks: 41
• Click-Through-Rate (CTR): 1.85%
• Purchases: 4
• Cost Per Acquisition (CPA): $8.79

 
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• Campaign name: BH- CTW Retargeting FT Bra Moms Choice Award
• Ad set name: Add to Cart 1 Day
• Ad name: Carousel Ad - FT Bras
• Clicks: 8
• Click-Through-Rate (CTR): 1.61%
• Purchases: 9
• Cost Per Acquisition (CPA): $3.01

 
 
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• Campaign name: BH- CTW • Non-Retargeting V.2 (All Products Carousel Ads)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_12.01.16-12.18.16
• Ad name:Ad Carousel - All Products
• Clicks: 188
• Click-Through-Rate (CTR): 12.29%
• Purchases: 5
• Cost Per Acquisition (CPA): $7.00

 
 
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• Campaign name: BH PPE Awareness_Feel the Difference_Desktop
• Ad set name: Lookalike (US, 1%) - ManagebyStats_All_Customers_Master_List_February_2017
• Ad name: feel the difference in our nursing and maternity clothing
• Clicks: 31
• Purchases: 4
• Cost Per Acquisition (CPA): $8.75

 
 
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• Campaign name: BH- CTW Brand Awareness Non Remarketing (10 Tips)
• Ad set name: Lookalike (US, 1%) - • ManagebyStats_All_Customers_Master_List_February_2
• Ad name: 10 Tips
• Clicks: 450
• Purchases: 4
• Cost Per Acquisition (CPA): $3.61

 
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Overall Performance
(Monthly Top ads)

Top Ad based on purchases & CPA
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• Campaign name: BH All Products DPA_Mobile
• Ad set name: abandoned cart 14 days BRA
• Ad name: Bras - Product catalog sales
• Clicks: 102
• Click-Through-Rate (CTR): 0.88%
• Conversion Rate: 36.27%
• Purchases: 37
• Cost Per Acquisition (CPA): $6.49

 
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• Campaign name: BH Seamless Bra & Tanks Carousel_Mobile
• Ad set name: Purchase Lookalikes+BreastFeedingV2 20-38
• Ad name: Bras - Seamless Bra & Tanks
• Clicks: 1,161
• Click-Through-Rate (CTR): 1.65%
• Purchases: 26
• Cost Per Acquisition (CPA): $14.46

 
 
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• Campaign name: BH All Products DPA_Mobile
• Ad set name: Bras Audience to Nightgowns_cross-sell
• Ad name: Bras - Nightgowns- Product catalog sales4
• Clicks: 322
• Click-Through-Rate (CTR): 1.61%
• Purchases: 26
• Cost Per Acquisition (CPA): $12.46

 
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• Campaign name: BH All Products DPA_Mobile
• Ad set name: 14 days BRA viewed audience
• Ad name: Bras - Product catalog sales
• Clicks: 321
• Click-Through-Rate (CTR): 2.30%
• Purchases: 25
• Cost Per Acquisition (CPA): $7.18

 
 
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• Campaign name: BH Product Carousels - Website Conversion_Mobile
• Ad set name: Purchase Lookalikes - Pregnancy Magazines
• Ad name: Angelina Nightgown, Marvella Bra, Davy Pajamas Carousel
• Clicks: 1,373
• Click-Through-Rate (CTR): 0

 
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• Campaign name: BH All Products DPA_Mobile
• Ad set name: All Products Audience to Pajamas_cross-sell
• Ad name: Pajamas- Product catalog sales
• Clicks: 7,637
• Click-Through-Rate (CTR): 5.96%
• Purchases: 16
• Cost Per Acquisition (CPA): $10.04

 
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• Campaign name: BH- CTW Brand Awareness Non Remarketing (Video - Seamless Bra)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_12.01.16-12.18.16 - 18 - 65 years old
• Ad name: Bras - Seamless Bra
• Clicks: 102
• Click-Through-Rate (CTR): 0.88%
• Conversion Rate: 36.27%
• Purchases: 20
• Cost Per Acquisition (CPA): $6.76

 
 
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• Campaign name: BH- CTW Brand Awareness Non Remarketing (10 Tips)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_11.01.16-11.30.16
• Ad name: 10 Tips
• Clicks: 7,637
• Click-Through-Rate (CTR): 5.96%
• Purchases: 19
• Cost Per Acquisition (CPA): $14.30

 
 
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• Campaign name: BH- CTW Non-Retargeting V.2 (All Products Carousel Ads)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_12.01.16-12.18.16
• Ad name: Ad Carousel - All Products
• Clicks: 1,168
• Click-Through-Rate (CTR): 2.08%
• Purchases: 11
• Cost Per Acquisition (CPA): $11.39

 
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• Campaign name: BH- CTW Retargeting FT Bra Moms Choice Award
• Ad set name: Add to Cart 1 Day
• Ad name: Carousel Ad - FT Bras
• Clicks: 23
• Click-Through-Rate (CTR): 1.71%
• Purchases: 15
• Conversion Rate: 65.21%
• Cost Per Acquisition (CPA): $7.89

 
 
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Capabilities

When our clients hire us, they never expect us to do a run-of-the-mill job. We are honest and sometimes brutally so in our specialization. Due to our nature, we are able to create practical, savvy designs and execute adaptive digital marketing strategies; and in return, we build lasting relationships with our clients.
 
 
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