Olivela’s $1 Million Pledge successfully raised donations and ignited conversations

and positive sentiment across social media. Not only did our ads help Olivela

increase their brand awareness, we also drove sales resulting in $100.2K in

revenue.


This philanthropic campaign fueled Olivela’s evergreen retargeting campaigns to

further increase sales and revenue.


The following metrics were from November 7 - December 31:


  • 7.8MM impressions
  • 3.2MM unique users
  • 58.2K new users/day
  • 24K post engagements (reactions, comments, shares, and saves)
  • 34.4K new email subscribers
34.4K
new email subscribers

Ashley P.

Mayple Vetted

expert

The Challenge

Please read the Process overview first.


Olivela went against the expert opinions of not only myself, but our paid social lead and their Facebook rep. They wanted to set up their ad sets in a very niche way by targeting each celebrity and their charity. For example, one ad set for Jennifer Anniston and one ad set for St. Jude. Not only did I struggle with targeting challenges, but creative issues as well. The celebrities and charity's representation were later seeing the creative live on their feeds and telling Olivela they were not approved, so I had to pause ads and/or launch new ones. The algorithm was consistently being reset almost on a daily basis due to unforeseen circumstances on Olivela's side.

The Process

Olivela is a philanthropic clothing retailer who believes giving back should be built

into every single transaction. Customers shop their favorite designer, fashion and

beauty brands while Olivela donates 20% of the proceeds to their partnering

charities.


Olivela partnered with various celebrities during the 2019 holiday season for their

$1 Million Pledge. This extensive and exclusive list included well-known celebrities

like Selena Gomez, Jennifer Aniston and Dakota Fanning.


When users clicked on a paid social ad or visited Olivela’s website, they’d have

the opportunity to subscribe to emails. When users provided their email address,

Olivela donated $5 to the partner celebrity’s charity. Olivela would continue this

for up to $1M in donations.


The objectives of the $1 Million Pledge were as follows:

1. Raise donations for several incredible organizations including: The WE

Organization, St. Jude, and CARE.

2. Increase awareness of Olivela’s brand, drive sales and new subscribers.


I diversified Olivela’s acquisition campaigns by launching a Conversions

Objective and Catalog Sales Objective (DABA) to acquire and attract new customers on Facebook and Instagram.


Through my evergreen static and dynamic remarketing campaigns, users who were top of funnel would be captured at the bottom. Evergreen shopping ads were displayed

to initial email subscribers that had Olivela donate $5. Visitors to Olivela’s landing

page via a partnering celebrity were re-served ads from the same landing page.

By implementing this full-funnel, tailored approach, Olivela’s $1 Million Pledge was

a success.

The Solution

Olivela’s $1 Million Pledge successfully raised donations and ignited conversations

and positive sentiment across social media. Not only did our ads help Olivela

increase their brand awareness, we also drove sales resulting in $100.2K in

revenue.


This philanthropic campaign fueled Olivela’s evergreen retargeting campaigns to

further increase sales and revenue.


The following metrics were from November 7 - December 31:


  • 7.8MM impressions
  • 3.2MM unique users
  • 58.2K new users/day
  • 24K post engagements (reactions, comments, shares, and saves)
  • 34.4K new email subscribers
Skills Used

Paid Ads,Paid Ads

Industry

Style & Fashion

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