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Summary:
Working alone on this account and using very advanced marketing technologies during one of the busiest time of the year for retail (Christmas) and still achieve all targets is nothing short of a fantastic result. Identity Direct would not have achieved this result if it were not for me, I’m one of few people in the country that could use and utilise all the tools and strategies proposed to Identity Direct, and at the same time achieve the results they wanted. The most complex part was that they wanted to sell in 5 different markets, including 4 international markets, at the same time. All the markets had different products that sold in different numbers. I had to use my full experience and skillset to achieve the results Identity Direct was hoping for.
Company Info:
Identity Direct (Nowadays Penwizard is part of the group) is a world-leading supplier of personalised gifts, school supplies and labels since 1992. They design and create personalised gifts for Kids, Mums and Dads who want something special. Identity Direct were present in multiple markets in the world. Including: NZ, UK, AU, CAN, US.
The most thoughtful gifts are personalised. Whether for Birthdays, Father’s Day, Mother’s Day, New Baby, Weddings, Christmas or any other of life’s special occasions. Identity Direct pride themselves as the source and inspiration for everyone’s perfect gift.
Identity Direct partners with some of the biggest children’s brands in the world – Disney, Marvel, Sesame Street, Nickelodeon, Peppa Pig and Thomas & Friends, combining the uniqueness of personalised gifts with the magic of your children’s favourite characters.
My achievements and involvement:
I was tasked to increase the online sales for Identity Direct for their big upcoming sale. The sale would mainly target parents that would gift their children personalised gifts from some of their favourite animated characters and TV shows such as Disney’s Frozen.
The sale would encompass 5 different markets. This included:
· Australia
· New Zealand
· United States
· United Kingdom
· Canada.
The company I worked for, iNC Digital Media, was at the time partnering with a Strategic Preferred Marketing Developer called https://www.nanigans.com/. More info can be seen here
By using Nanigans it enabled me to use deep data integrations which used programmatic targeting, creative and Real Time Buying (RTB). The benefits of this were that I could use multivariate testing to quickly identify high performing combinations, and easily pause non-performing ones.
Nanigans also enabled me to predict lifetime value, that assure the client would acquire high value targets with the greatest lifetime ROI with algorithms that project customer purchase behaviour over time.
I used Facebook Custom Audiences and Facebook Lookalike Audiences to find the right target audiences across multiple international markets. Once I had established the target market, the same characteristics were adopted across all markets in AU, US, UK, NZ and Canada and could easily be rolled out to all of them seamlessly.
I quickly realised that all products with “Disney Frozen” were selling the best across all markets, so I was collaborating closely with Identity Directs marketing specialist Adam McKnight to tweak the ads and messaging in order to get the best sale-results as possible.
The final result was that the initial proposed budget per month quickly was increased to a total of $120,000+. This was great proof of how well the campaigns were performing across all international markets. On top of this, I met their very ambitious Return On Ad Spend (ROAS) targets.
Summary:
Working alone on this account and using very advanced marketing technologies during one of the busiest time of the year for retail (Christmas) and still achieve all targets is nothing short of a fantastic result. Identity Direct would not have achieved this result if it were not for me, I’m one of few people in the country that could use and utilise all the tools and strategies proposed to Identity Direct, and at the same time achieve the results they wanted. The most complex part was that they wanted to sell in 5 different markets, including 4 international markets, at the same time. All the markets had different products that sold in different numbers. I had to use my full experience and skillset to achieve the results Identity Direct was hoping for.
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