Optimise through the journey.
Measure everything: Prior to launch, we worked with Bendon to define goals at each stage of the campaign and for each level of the funnel. We split the campaign based on user journey, speaking differently to consumers at their different consideration stages. This allowed us to bring them on the journey with us in discovering me. by bendon.
By testing a huge variety of creative, splitting messages and ad types across awareness, consideration and action we saw strong results during the campaign and gained plenty of learnings to take into Phase 2 of the launch.
Social was a key channel for the campaign. We used this channel across the entire campaign to:
We utilised a mixture of Bendon owned, and 3rd party audiences to drive a significant amount of reach throughout the campaign.
We also tested a number of different creative formats, including video, carousel, static, and canvas.
The campaign overall achieved a 4.87x return on investment (including fees) in DTC sales - a phenomenal achievement. Revenue achieved target by matching previous brand DTC sales over the campaign period.
We were also able to confirm a number of creative insights and benchmark new strategies so that moving into Phase 2, we know what success looks like; for instance:
Canvas ads were a new addition to the usual creative types we use for advertising. We saw great CTRs with the Canvas as well as a comparable click to site percentage to the Statics. This showed that the Canvas Ads did a great job of educating the audience about the brand, what it stands for, and enticing them with relevant products to click through to.
We also found that our longer length video assets produced a stronger CTR and overall lower CPC. Again, showcasing that customers are looking for brand & storytelling in their media consumption.
The creative by each funnel layer we ran in Paid Social is now planned to be rolled out across all channels moving forward.