what we did.
Due to TCD’s already large and complete following on social media, the Facebook and Instagram channels were the optimal place to target existing and new customers. A combination of carousel and static image ads were created with simple product imagery in each. Arthur St Digital also initiated A/B testing to test, learn and optimise the extensive campaign.
Dynamic remarketing ads were perfectly suited to TCD’s large range of products and ever-growing inventory. These methods allowed products to be automatically displayed to users who added that product to their cart on The Carlton Draft website, but were yet to make the purchase. Clever hey!
When The Carlton Draft engaged Arthur St, they were experiencing a lull period in which sales had stagnated and their audience were less engaged.
As soon as the targeted campaign began, sales instantly began to climb. Due to the viral, on demand nature of the client’s product, the campaign was continuously updated, ensuring the creative stayed fresh, and the audience engaged without being bombarded with repetitive ads.
As the graph indicates, the campaign helped generate positive revenue increases month on month, with a large focus on the AFL Finals period, which delivered more than double the previous month’s record revenue.
Over four months, the campaign resulted in over 1200 product sales, costing just $5.10 to deliver a purchase.
With a small investment, the campaign delivered a 1106% return on ad spend.
In other words, for every $1 that was spent on the campaign, the client was getting back $11.06.
The campaign continues to run, and the results clearly speak for themselves.
Arthur St. Digital’s emphasis on establishing a close, yet transparent client relationship (without the jargon) allows The Carlton Draft to witness the direct benefits of undertaking paid social media marketing.