Renown was having great success with direct mailers since the 90's, but hadn't developed their online presence and paid media strategy. We had no data going in on which products to focus on, which channels to choose, or how to position ourselves in the market.

HOW AN ECOMMERCE STORE GENERATED 4,475 PURCHASES IN 2 YEARS WITH OVER 697% RETURN ON AD SPEND USING FACEBOOK AND INSTAGRAM ADS

   4,475 purchases

   6.97 ROAS across a 2 year period

   $416,879.29 Purchase Conversion Value

COMPANY OVERVIEW

Located in Pigeon Forge, TN, in the heart of the Great Smoky Mountains, Client’s Factory Store has been charming locals and visitors with handcrafted southern belle girls’ dresses for more than 25 years. Client also has an enormous inventory of beautiful quilts, throws and home decor. Client’s Factory Store is right up there with Dollywood and other Pigeon Forge attractions. You can purchase their merchandise online or at their store.

 INTRODUCTION

The brand was new to Facebook advertising and had never run Facebook ads before. They had a Facebook page and posted to it occasionally.

SOLUTION

Develop a strategy which included organic content development and a strategic paid advertising campaign. The strategy also included regular recommendations, inbound engagement monitoring, as well as monthly analytics reporting.

SOCIAL PROFILE RESULTS:

COMPANY OVERVIEW

While the brand had a business Facebook account set up, their follower base and engagement rate was very low as they were not actively posting on this channel. Within the first couple of months Facebook following more than doubled.

With the follower growth campaign along with paid social media campaigns Lid’l Dolly's Factory Store following grew 460% over 2 years.

PAID ADVERTISING CAMPAIGN RESULTS:

BRAND AWARENESS CAMPAIGNS:

These strategically-targeted ads and boosted posts generate significant product views and add to carts.

WEBSITE PURCHASE CONVERSION CAMPAIGNS:

Prior to the social media marketing strategy, an online store had not run any Facebook ads. We were able to test and find their target audiences and scaled their ad spend from 1k/ month to 20k/ month and still retain the same ROAS.

As a Digital Media Analyst + Buyer on Target.com team, one of my main priorities and challenges was securing enough digital inventory each month to hit vendor expectations and increase brand awareness, lead generation/acquisition and product sales, while transitioning internal CRM platforms to Salesforce.

From 4000 sessions/month to 16,000 sessions/month in 12 months