By successfully coordinating and fine tuning the strategy between all marketing channels I delivered a 1.5x return improvement compared to previous Christmas seasons.
Patch is a British indoor and outdoor plant ecommerce website that also sells seasonal Christmas trees.
Every year Patch sells a range of Christmas trees to consumers. The challenge is that Christmas trees are very seasonal in nature peaking in demand over one week around the end of November. Marketing campaigns need to be carefully timed in order to drive enough demand using Facebook Ads and Google Ads during the seasonal period to clear stock. But you need to make sure that you don't overspend and drive too high a Cost Per Purchase.
Using previous years' data and external data points I mapped week by week projected demand and combined it with stock arrivals (since Christmas trees are a fresh and perishable product) as well as operational delivery capacity.
I planned out each marketing channel and its spend on a daily basis and mapped it out against daily purchase targets. Having this careful plan allowed me to monitor our progress on a daily basis and helped massively on occasions when we missed targets and needed to act quickly.
By successfully coordinating and fine tuning the strategy between all marketing channels I delivered a 1.5x return improvement compared to previous Christmas seasons.
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GROWING A SOCIAL COMMUNITY IN A NICHE MARKET
An online store that is your one-stop shop for English Teas and Tea Sets. They carry everything you need for an English Tea party. Most of their products are made in the UK and are available for purchase to people in the U.S.
COMPANY OVERVIEW
The brand was new to Facebook advertising and had never run Facebook ads before. They had a Facebook page and posted to it occasionally.
INTRODUCTION
Develop a strategy that 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.
SOLUTION
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