Tub chairs are a leading supplier of stylish accent chairs. They approached 408 Media to create a digital strategy to establish their brand on Facebook and Instagram. Their goal was to raise brand awareness with males and females aged 25+ with an interest in home improvement & soft furnishing categories, position themselves as market leaders and drive cost-effective sales.
With Facebook and Instagram being new channels, we could not analyse previous ad performance to help guide our strategy. Instead, we mined the established paid search channels and used these to build insights and project a comparative ROI. This process gave us clear objectives, and we would demonstrate viability if we achieved a 10:1 return within four months.
A critical insight of our quantitative research revealed that their products are considered purchases, and therefore the cycle between initial interaction with the website and purchase ranged from 7-30 days. As such, we put together a strategy that incorporated bespoke ads with differentiated messaging for each stage of their buyer journey to help nurture each user from awareness to purchase:
Awareness – These ads were developed to engage with new users, build desire for the products and drive traffic to the site.
Consideration – These ads were aimed at users that had visited the site but had not yet purchased. We reiterated the USP’s such as next day delivery, 12-month guarantee, quality, style and other product differentiators.
Purchase – We encouraged users to purchase by targeting people who had shown intent to buy but not purchased, such as adding a product to the basket.
Retention – Once a user had purchased, we began promoting other relative items to encourage further purchases and improve the lifetime value of each customer.
The Bottom Line
- 10:1 ROI achieved on paid social investment
- 28% increase in overall website traffic
- The trial was profitable and successful, and Facebook and Instagram were added to the marketing mix
- Since the trial, Tubs Chairs has increased their paid social investment by 200%.