Melody had already done a fantastic job cultivating an impressive brand and online presence. Due to the care she put into each product and her incredible brand marketing toolbelt, Mala the Brand reached incredible heights without paid ads. 

The challenge came in taking Mala to the next level.

We worked extensively up front to determine sub-personas for ad targeting that stemmed from her overall persona. Identifying specific and unique messaging catered to these different sub-personas led to a highly sophisticated and well thought out targeting strategy. 

Melody was also looking to take a more data-driven approach to her ecommerce offering. Melody wanted to leverage all of the most sophisticated web tracking tools available to her, and needed someone who knew how to implement them.

In terms of ads, Melody and I had two goals. The first was to get her existing audience (anyone who had interacted with her brand in come capacity in the past, though may not have bought anything yet) to convert at a higher rate. These people had already interacted with the Mala brand in the past, though they may not have purchased a candle yet. Within the first month of ads, we increased transactions from returning visitors to the site by 31.4%, which speaks to the effectiveness of our remarketing campaigns. 

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The second goal was to find new leads who had never heard of the Mala brand before, and get them to convert. To do this, we used a healthy mix of flex targeting to our sub-personas on Facebook/Instagram alongside high-quality look-a-like audiences based on first-party data. On Google, we focused on search campaigns for people looking for specific features of Melody's candles, like “wood wicks.” We kept our prospecting campaigns highly specific and it led to an increase in the number of sessions with transactions for new users to the website by 77.1%.