Challenge
The Market were brought on by La Coqueta to develop a strategy that would drive ROI and dramatically improve CPA’s during the quieter summer period. In the past, target CPA had never been achieved and performance often fluctuated week-to-week, and so an innovative strategy was required.
Innovation
The Market mapped out a three-month development plan with three main prongs:
Structured timelines and account management
Our three-month roadmap outlined plans focusing on a test rotation of new ad formats, targeting strategies and messaging. Through monthly reviews and weekly reporting we were able to continuously optimise the campaign strategy, driving the strongest ever ROI for the client in one of their quietest months.
Transparency was key during this phase – La Coqueta had full visibility on plans for the account at and reported back with clear updates on progress of timelines and results through regular reporting and calls.
Audit and competitor review
Before launching any activity, The Market carried out a review of PPC and social ads formats and language used, for all close competitors in the UK and US markets. Competitor targeting was key in our social strategy, and this research helped us differentiate La Coqueta.
Insights & test and learn
Instagram stories were growing quickly in this area so we tested them during the sale period, utilising the self-destructing 24-hour period urgency. The test paid off and overwhelming response drove the strongest August ever. Audience insights from Facebook and Instagram were used to boost organic posts using data from the previous month to ensure there was no audience overlap – leading to excellent post engagement.
Summary
August ROAS was the strongest generated all year, despite it being low season. Reach was also the strongest ever achieved despite a smaller monthly budget compared to earlier months in the year. By removing heavy reliance on remarketing strategies the account’s reach to unique prospecting users grew massively during this month, which in turn, aided in the growth of remarketing lists further moving into September and the lead up to Christmas.
