Develop Star Name Registry from a seasonal gifting company to an established global ecommerce brand.
How Was This Achieved?
A global social media advertising strategy that positioned Star Name Registry (SNR) as one of the world’s leading and most unique gifting companies.
Previously (SNR) had advertised on social media around key seasonal events. The first thing we implemented was an evergreen strategy to achieve consistent monthly growth. Strategy focused on an appealing offer, investing in creative to facilitate scaling while working on price points and a website refresh to ensure the foundations were there to scale into new markets profitably.
Core markets: UK, USA, Europe, Australia
Ad Spend: £50-100,000 per month
Revenue: Multiple 7 figures annually
Average Order Value: £46
Strategy is relatively simple when you understand that people purchase on an emotional level which when combined with the emotional connection of giving a gift, the key to fast tracking growth to 7 figures was to create ads that met and surpassed that emotional demand. This was achieved through ad copy which created desire and connected emotionally which was reinforced again in the creative which framed the act of giving or receiving the gift. The product was also a perfect market fit with it’s uniqueness and also ability to personalise which is a key differentiator in the niche.
The diverse range of price points from £14.99-£79 enabled the product to appeal to the vast majority of the population in terms of being affordable while also being high end with gift box and framed options.
As opposed to one ad account, we created individual ad accounts for the core geographical locations which meant ads were shown in both local time zone and currency i.e. UK, USA, Europe, Australia etc. This account structure provided the framework to fast track growth while also having country specific data to analyse.
Top of Funnel
Audience: Cold audiences with exclusions
Gifting interest-based targeting outperformed lookalike audiences in most cases.
Objective: Video views + conversions
Ad Types: Video ads
We ran video content as it’s a perfect fit for the product through its ability to story tell and highlight the emotional benefits giving a gift provides. As humans, we purchase on a emotional level so this was a super important aspect of the strategy. Mass exposure to a targeted gifting audience for £0.01p per video view.
As the price point on the product started at £19.99, we also had massive success on running conversion ads to cold audiences. At this price point, it can be an impulse purchase, especially in the gifting market with regards to birthdays, christenings etc.
Middle of Funnel
Audience: Warm – video views, social page and ad engagement
Ad Types: Single image, carousels & video ads
Single image and carousel both performed really strongly in addition to slideshow ads. We offered a 10% off discount to middle of funnel customers and were able to aggressively scale budgets while maintaining a frequency level of around 2 due to the evergreen video ads driving awareness at top of funnel.
Bottom of Funnel
Creative: Image + video
Audience: Website traffic
Ad Types: Carousels
These ads retargeted variations of website traffic, the low hanging fruit – potential customers who simply need a reminder or incentive to get them over the line to purchase.
Due to the short conversion window from first touch point to purchase, we had a lot of success retargeting recent website traffic from 1-7-day
website traffic right up to 30. A 20% discount code crushed and was easy to track through analytics.
1-7 days click/viewed on conversion campaigns to cold traffic.
1 day click on retargeting campaigns.
With price points ranging from £19 – £79, the average customer journey from first touch point to conversion was quite short. A sale under £30 is largely an impulse purchase which helped to fast track scaling.
WHAT DID WE CHANGE/IMPLEMENT
Testing strategy to consistently test both new creatives and placements to ensure ads continued to be fresh while also identifying new areas to scale i.e. Instagram Stories.
ABT: Always Be Testing
A strategy around bespoke creative designed for social media advertising was one of the keys to improving click through rates and facilitating scaling.
With over 80% of traffic now coming from mobile devices, the website was updated to improve mobile optimisation and conversion rate with a focus on the overall customer journey from viewing to checkout. Conversion rate improved from 0.9 to 2.
Throughout this entire process, the aim was to build and position Star Name Registry as a global brand in the gifting space while scaling revenue to multiple 7 figures annually. To help facilitate growth into new countries and markets, we advised to expand the product range to encourage upsells, larger average order values and increased customer lifetime values.
Was also crucial to understand the role social media advertising plays in driving overall revenue with a blended CPA approach via growing channels such as branded search on Google resulting in an explosion of both organic and PPC sales or how acquiring customers on social helps facilitate upsells via email marketing.
When building a global brand, big picture macro thinking is required;
- Don’t get too tied down in daily figures
- Understand and expect seasonal peaks and troughs
- Base growth on overall monthly figures and ideally a blended CPA
- When launching into new markets, it takes time to grow and scale
- Evolve from seasonal campaigns to consistent monthly growth with an evergreen offer that’s appealing all year round
- Creative and copy that connected emotionally was key to driving sales
- Multiple product price points helped appeal to a wide market while also ensuring a healthy average order value and ROAS
- Used social media as a platform to build and create brand awareness on a national and global level
- Understanding the role social media plays holistically in overall growth in relation to organic sales, email marketing, branded and PPC sales
- Blended CPA helps facilitate overall growth