Kindred Bravely

Case Study

DIGITAL MARKETING

Results

Different bidding option influence the group of audiences that the ads will reach.

Testing different bidding allows the campaign to reach different group of audiences and can help the campaigns to get more conversions at lower cost if utilized correctly.

For example:

Bidding options that can be utilized in the Kinder Bravely

Optimizing for Clicks: Getting more interested clicks and visits to the website for future remarketing purposes.

Daily Unique Reach: To build awareness with daily frequency cap

Optimized for Engagement: Getting more responses such as comments, likes and shares from the targeted audiences for more Brand Exposure.

• Utilizing Facebook targeting

Creating new campaigns that utilize Facebook targeting such as:
1. Lookalikes+ Parenting Interests
2. Lookalikes+ Pages related to babies & parenting interests
3. Lookalikes+ Parent or Married demographics.
4. Targeting Friends of Fans of the Facebook Page
Friends of Fans usually have similar social circles & interests

Age Segmentations

Segment the targeting of the campaign & ad sets by age and allocate the budget and scale accordingly based on performance.

Separate the performing campaigns by age for better allocation of budget to the performing ones for better results with lower CPA higher ROI.

For example
Data Extracted from
FT Bra Moms Choice Award - LL 7-9:30 - Checkout Campaign shows that

The budget were mostly allocated to 25-34 despite of having higher Cost per Purchase.

Audiences aged 35-44 should be allocated and scaled up with more budget based on the CPA performance and the likelihood of conversions.

• Apart from running the usual campaigns eg. Conversion, DPA, CTW campaigns that gain conversions, from the discussions we had from our client - we find the importance of creating ‘Awareness’/ ‘Brand Awareness’

• One of the way of driving awareness is through engagement. We encouraged client to improve on their current blog site and fan page by creating more relevant posts and update regularly

• We have been using relevant blog articles and videos created by clients to run some dedicated awareness campaigns and CTW (click to website)

• These campaigns are receiving fairly good results as not only did we get clicks i.e people who are interested in the topic/ads but also some purchases

To create ‘awareness’ campaigns targeted at cold audiences or new lists ‘Warm up’ the cold audiences by showing them related reading materials/products Introduce and expose them to ‘Kindred Bravely’ brand/products Collect new clicks/traffic to website/landing pages (specific) Combine the awareness (non-remarketing aka cold audiences) and remarketing campaigns strategy
Remarketing campaigns : show them different/a more direct ads - product with exclusive promo/special offer

Here’s some screenshots of the results (initial phase) of awareness campaigns when we just started running:

• The results of the awareness campaigns during the first 14 days of activation


• The campaigns had a total purchases of 36 at CPA $26.51

• The results of the awareness campaigns during the first 14 days of activation

• The campaigns had a total clicks of 15,683 , high CTR at 7.04% and CPC at $0.06

From the awareness & PPE campaigns, we created retargeting campaigns for the visitors of the blogs & also videos.

We created custom audiences who viewed specific blog and also video audiences that watch 75% and 95% of the videos

The purpose of the campaigns is to retarget the blog/video
    audiences who performed actions toward the ads/on website
    and believed to be highly interest in Kindred’s products
    I.e. customers acquisition

The results of the Retargeting campaigns during the first 3 days of activation

The campaigns had a total purchases of 15 at CPA $27.55