By successfully coordinating and fine tuning the strategy between all marketing channels I delivered a 1.5x return improvement compared to previous Christmas seasons.

1.5
ROAS

The Challenge

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.

The Process

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.

The Solution

By successfully coordinating and fine tuning the strategy between all marketing channels I delivered a 1.5x return improvement compared to previous Christmas seasons.

Skills Used

Paid Ads,Paid Ads,Google Shopping,Paid Ads,Paid Ads,Paid Ads,Email Marketing,Marketing Strategy,SMS Marketing

Industry

Home & Garden

Results by the numbers

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