The Good Marketer Implemented a Multi-Faceted Marketing Strategy
The Good Marketer helped The House Outfit successfully grow their brand throughout COVID-19, increasing sales by 791.10% and generating a ROAS of 5.45.
Challenge
The House Outfit is an e-commerce brand selling contemporary wall art, prints and frames. And, more recently, home accessories. All their products are exclusive to the brand which, especially in terms of prints, makes them unique.
When they joined The Good Marketer, The House Outfit had seen incredible sales during the lockdown period and wanted this to continue. However, they were reliant on boosted Instagram posts to grow their following and couldn’t track how this was translating into sales.
The Good Marketer was able to quickly identify gaps in their marketing campaign and implement an integrated strategy that would track and generate results across multiple channels. This strategy meant increasing not only sales but also brand awareness and audience base beyond their already very successful Instagram following.
Solution
In response to the challenges The Good Marketer identified, they implemented a multi-faceted marketing strategy that spanned across numerous channels including Facebook, Instagram, Google, Email and Pinterest.
In terms of their Facebook and Instagram ads, they introduced a range of creative to target new and existing audience members based on the company’s level of brand engagement.
For their Cold Audience, those who had not yet engaged with the brand, they targeted people with related interests such as interior design and home renovation and people who had recently moved or purchased their first home. Also, they targeted people interested in wall art and specific colour palettes which were highly successful.
Following this, The Good Marketer were able to expand their audience base further by creating Lookalike and Lifetime Value audiences. The former based on the profiles of people who had visited the website or engaged with the brand and the latter on those who had purchased two or more times.
In addition to their Cold Audience campaigns, they saw great success from both their Warm and Hot Audience campaigns.
Their Warm Audience campaign targeted people who had engaged with the brand on Instagram and Facebook, which delivered a 4.64 ROAS. In comparison, their Hot Audience campaign targeted people who had previously added to cart or visited the website and generated 181 purchases and achieved an impressive 9.82 ROAS.
In recent weeks they have been able to optimise the ads account to develop these results further and drive more consistent sales.
To generate pixel data, they initially optimised their campaigns for “add to carts”. However, more recently they have been able to move away from this and focus solely on purchases which will allow for Facebook to drive more relevant traffic to their ads from people who are most likely to purchase.
Following the success of their paid social campaigns, The Good Marketer launched the brand on Google with a PPC campaign which allowed them to tap into a new sector of The House Outfit’s potential audience; namely those who were specifically looking for related products.
They began the activity by building campaigns backed by extensive keyword research to avoid bidding on incredibly expensive terms. The House Outfit fits into a significantly competitive market space meaning they needed to target a large variety of keywords, both generic and specific.
Also, due to the visual nature of the products, they launched a Google Shopping campaign to support their search activity.
It quickly became evident that their Shopping campaign was outperforming their Search campaign. After gathering as much data as possible via an all-products campaign, they were able to segment products based on their ROI. Doing this allowed them to ensure that the products driving the best return were fully funded and able to drive consistent performance.
In addition to their Paid Social and PPC efforts, they also expanded into email marketing.
In the initial stages of their email marketing campaign, they made use of custom automated emails and created a welcome flow for new signups.
The Good Marketer first implemented a new signup form on the website that would collect the data of new signups and pull it through to their email marketing platform. They then created a 3-part welcome flow which worked as an introduction to the brand for new customers, promoted new products and offered a first-time-buyer discount to encourage people to make the first purchase promptly after signing up.
Following this, they branched out into campaign emails and put together a content plan for newsletter-style emails to be sent out every week.
In terms of their send strategy, The House Outfit already had a significant audience list which they were able to segment as part of their process for weekly campaign emails.
By segmenting audience members who were the most active and engaged with the brand, they were able to ensure consistent performance in their campaign emails with their open rates remaining above 24% across all campaign emails.
In terms of content, they created a mixture of promotional and value content to ensure that they were nurturing their existing customers and creating a sense of authority on topics relating to the products like interior design and home renovation. As such, their content included how to’s, style guides, new product launches and promotions but remains simplistic and image-focused in terms of style.
The highly visual nature of the brand has greatly informed their marketing strategy. And, most recently, they have been working on implementing their Pinterest ads campaign.
As the go-to platform for not only visual inspiration but also specifically home decor, Pinterest fitted perfectly within their marketing strategy for The House Outfit. And with a structure similar to that of their Facebook campaigns, they were able to make use of an additional opportunity to target people at all levels of brand engagement.
In just two weeks, their Pinterest’s ads have achieved a 5.35 ROAS.
Conclusion
By identifying the main challenge faced by the brand, they have been able to structure their marketing strategy to resolve the issues initially faced directly. And, by taking their marketing efforts into numerous platforms, they have been able to take advantage of various spaces in the market as well as their respective audiences which have led to significant increases in results across the board.
Results
Since working with The House Outfit, they have:
- Achieved an average Facebook ROAS of 5.45 over three months
- Increased sales value by 791.10% during COVID-19
- Generated 1065 purchases
- Achieved a 52% increase in online store sessions
- Achieved a 13% increase in overall sales in less than three months
About The Good Marketer
The Good Marketer is a Digital Marketing Agency which drives more traffic, generates conversions and increases sales for Small-To-Medium Sized Businesses.
