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We were able to develop a model that shifted more spend from TVC & Out Of Home to digital, dramatically decreasing the CPM in the process.
I was employed by RB to manage their ecommerce offering for each brand. This also meant managing the acquisition & brand awareness strategy for digital including Facebook & Google ad spend.
I worked with the brand teams to understand their KPIs, and then developed a digital strategy to assist in driving the business goal.
We were able to successfully shift 10% of the total annual media spend online, increasing our Omni channel ROAS & significantly decreasing the CPM in the process.
It required me to work with our digital agency, account managers from Facebook & Google Ads, as well as retailers such as Woolworths & Coles who would often cofund & cobrand our ads, in exchange for onsite category positioning.
We were able to develop a model that shifted more spend from TVC & Out Of Home to digital, dramatically decreasing the CPM in the process.
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Fly Rides came to us looking to test out the viability of Facebook and Instagram as a paid advertising channel. They did not have a paid media strategy in place, and wanted to see how well their high AOV store (5,000-7,000 USD AOV) would do with Facebook Ads.
The company had attempted paid ads internally but saw very little success with it.
Managed their Google Ads and Amazon ads accounts. Google performed well for them. We were able to drive revenue at about a 600-800% ROAS depending on seasonality. Toward the holidays, we could really ramp up and even see higher ROAS.
Overall, they were happy w/ performance but unfortunately had to cut budgets in late 2020 due to covid/supply chain issues.
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