RICH SOCIAL MEDIA CAMPAIGN TO REACH FASHION-FORWARD FAMILIES
To ensure the Aussie swimwear brand for men and boys reached its sales targets during key 2017 seasonal periods, including Christmas, Summer and Father’s Day, using social channels to drive reach, traffic, and online conversion.
We developed a series of intensive paid media campaigns to run across the brand’s Facebook and Instagram platforms, harnessing the power of precise media targeting to core and discoverable audiences, plus rich content formats of video, carousel, canvas and collection.
Creative was refreshed frequently and with spend optimised throughout to deliver optimum reach, cost per click and ultimately drive conversions.
This was supported by a deep-dive analysis of the competitive landscape to create a series of custom audiences, alongside A/B testing. The campaign was tightly optimised and refined each week to ensure only the best performing creative was the primary focus per audience.
The paid social campaign helped drive 50K website visits, a reach of over 1.1m people and a peak of 2.6m total impressions. Due to heightened consumer interest, key creative achieved a high Click Through Rate of 6.53% and the Cost Per Click at an industry low of $0.19.