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Founded over 60 years ago, Williams Sonoma opened with the goal of bring high-end French cookware to the masses. The company has since become known for its high standard of both products and customer service. Digital campaigns worked to close the loop between online and in store customers measurement while staying true to the brand’s stellar reputation.
Strategy: First, data was collected from a mix of credit card transitions, Williams Sonoma databases, proprietary email data, and 3rd party data partnerships to determine customer purchase patterns. Once insights were gathered on Williams Sonoma’s audience, media campaigns were tailored to get in front of the right people with the right messaging. This allowed advertising dollars to be spent more effectively as they only reached those most likely to make a purchase.
Tactics Used: Transactional data, Epsilon reporting, custom audience targeting, native advertising, paid search, video advertising, email lead generation
Results: ROI was able to stay constantly competitive even as new media channels were tested and added into the media plan. These combined efforts have generated over $7 million in annual revenue.
Birdies is new type of flat that is secretly a slipper. They use a signature stain quilting and fashionable fabrics to create unique styles. The create versatile styles that can go from day to night in a snap.
Strategy: By using best practices for each individual platform but with a full funnel strategy, media dollars were able to go further. The Google shopping approach was restricted to segmented ads and audiences by product . In a broad category like ‘shoes’, segmentation allowed for Birdies to concentrate only on their specific audience.
Tactics Used: Facebook dynamic product ads, Facebook static ads, Instagram stories, Google shopping, Google search
Results: Return on ad spend increased by 25% with a 45% increase in overall media investment.
Fashion Nova is a rapidly expanding e-commerce apparel company. Born on social-media, the company has made an impact on their customers with their large selection ofon-trend items. Recently, Fashion Nova launched its app to futher expand its web presence even further.
Strategy: Using a combination of push and pull marketing tactics, the media plan focused on finding new customers. Certain platforms were used to introduce the customers to the brand. In these case emotional messaging was used to underscore the value of the brand. Once new users were brought to the website, they were reengaged across other platforms. By mixing brand discovery with strategic retargeting the brand could not only find new customer but move through the purchase funnel quickly.
Tactics Used: Facebook dynamic product ads, Facebook static ads, Instagram stories, Google shopping, Google search, Snapchat
Results: Generated a 15% decrease in cost per acquisition by increasing the average order value of new and existing customers. Fashion Nova was the #1 Googled fashion brand of 2018.
Disney is a brand synonymous with happiness. The Disney Movie Club focuses on Disney’s original product- their classic movies. Using a subscription model, the club offers kids and parents alike the chance to purchase movies in bulk at a discounted rate.
Strategy: To recreate the Disney experience online, The Disney Movie Club used quality images and storytelling. Using web search data they also created specialized websites for popular subsets of Disney merchandise, such as Disney Princesses, for a shopping experience personalized to the customer. To further maximize the online space, email marketing campaigns were used to promote special offers and new releases to past and existing customers.
Tactics Used: Google Search, Yahoo search, SEO, email marketing, audience targeting, microsites
Results: Over a one year period, the company grew 5X on new business units while maintaining consistent year over year subscription growth on their main program.
Over the past 144 years, Ringling has held a special place in the hearts of many as the Greatest Show on Earth. So much so, that when the US needed to halt railroad transportation during the Depression, Ringling granted an exception to boost America’s spirits. The marketing strategy needed to uphold the transition of the circus while feeling organic to the local culture of 90 plus cities.
Strategy: To gain a larger digital footprint, localized landing pages were created. These sites were then promoted using high impact media placements. Since all markets are not created equal, plans were customized to market size and demographic behaviors. To measure the effectiveness of the efforts, it was imperative to get revenue tracking. Working cross-functionally, the team became the first partner in history to get ticketing data directly from TicketMaster.
Tactics used: Google search, SEO, social media, mobile marketing, online video, custom reporting, audience targeting, web design
Results: Grew digital program by 100% year over year by supporting 150+ shows.
As one of the first online dating services, Match.com has continued to grow. The company also expand globally with service in over 24 countries. Because of its long history in the dating services market, Match.com has maintained its quality reputation even as more app-driven dating services have entered the marketplace.
Strategy: The emphasis of the campaign was to find quality customers to become members of the dating service. By offering messaging specific to demographics and psychographics, the ads were more compelling to the intended audience. Additionally, translating the desktop experience to mobile-first helped reach consumers at different touch points. This ultimaley helped move expedite their movement through the marketing funnel.
Tactics Used: Audience targeting, native advertising, mobile advertising, paid search
Results: Generated over a million new sign ups yearly at profitability.
Ancestry.com began the process of digitizing historical records in 1996 with the ultimate goal of making family history available to anyone. The innate curiosity to find out where we came from has helped Ancestry.com create a brand new marketplace. They currently have grown to over 2 million subscribers who have created over 70 million family trees.
Strategy: Since Ancestry.com essentiality invented online historical records space, for a long time they dominated the space. However, due to their success, more competitors started entering the marketplace. To continue to own the most marketshare Ancestry.com uses compelling storytelling in their advertising. This helps boost motivation for consumers to discover their family history and engage across the various product offerings.
Tactics Used: Social amplification, paid search, audience targeting, mobile marketing, native adverting
Results: By using a holistic approach, Ancestry increased their profitability by 25%. In 2017 they were also the number 1 product sold on Amazon during Black Friday/Cyber Monday.
Zulily started its digital retail shop to reach moms that were looking for quick, inexpensive ways to shop online. The company specializes in flash sales on products such as kids clothing and home décor. While the company has a great deal of brand awareness already, customers needed to be reminded of the frequent changes in inventory. This allowed them to continue to come back to website to check on the newest sales.
Strategy: To turn customer’s site visits into a habit, the media campaign worked to bring back existing customers. This allowed for an increased repeat purchase.. It was determined that, on average ,users needed to see new creative every 4 days in order to stay top of mind. To continuously get customers coming back, new creative messaging was created on a more frequent cadence to generate interest around new flash sales. Additionally, seasonal creative and search terms were also added into the campaign to take advantage of events such as back to school, holiday, and Mother’s Day shopping.
Tactics Used: Native Advertising, audience targeting, mobile marketing, paid search
Results: Grew digital investment by 60% quarter over quarter with efficient return on ad spend.
As a B2B service, Experian specializes in providing credit and marketing services to small and mid-size businesses. Experian wanted to bring these same service options directly to consumers, primarily through their credit monitoring. Re-branding from FreeCreditScore, to Experian, the company hoped to add authority to the wounded reputations of credit score services.
Strategy: To build demand for credit score memberships, the media centered around finding people in the right frame of mind and moving them towards the Experian brand. Those that were interested in personal finance as well as entering new life stages where financial responsibility was becoming important were the prime audience. In reaching the right audience the messaging around Experian’s unique product offerings was more impactful.
Tactics Used: Paid search, sponsorships, events, audience targeting, mobile marketing, native advertising, radio
Results: Generated over 2 million subscriptions with positive return on investment
Originally starting as a closeout furniture sale store, Pottery Barn first opened in 1949 in lower Manhattan. Since then, the company expanded to include kitchen ware, home décor, and bedding while still maintaining their quality furniture selection. With a wide range of price points for their merchandise, Pottery Barn set out to identify how to more efficiently target their customers.
Strategy: To balance bigger ticket items such as couches and beds with the lower prices items such as bedding and pillows, different marketing approaches were taken for those in different stages of the buying cycle. To get the brand top of mine lower priced items were used to bring in new customers to the site. This increased website traffic and the overall database of customers to reach for the larger priced items in the long term.
Tactics Used: Paid search, native advertising, video advertising, audience targeting, mobile advertising, email lead generation
Results: Generated over $2 million in online revenue
Established over 160 years ago, Bausch + Lomb has a long history of precision eyewear. Originally making a name for themselves by manufacturing rubber eye glasses, John Bauch and Henry Lomb continued their spirit of innovation as technology patenting microscopes, cameras, and binoculars to allow more accurate vision correction. While, the company no longer sells their infamous rubber glasses, they do bring in over $3.5 billion though their extensive range of contact lenses products.
Strategy: To differentiate between the different brands of contact lenses and contract solutions B+L offers, marketing tactics were used to align different customer’s tastes to specific product offering. Media plans were also evaluated across different metrics to establish loyalty for newer brands and upsell products for more established brands.
Tactics Used: Email lead generation, paid search, audience targeting, television, sponsorships
Results: Increased brand awareness on newly released brands by 30% and generated over 100,000 coupon downloads.
Angie Hicks founded her company Angie’s List at the age of 22 by going door to door asking people to sign up to rate local services. Her hard work paid off as the company grew to over 3.2 million subscribers. As the company grew, so did the competition. Angie’s List had to keep innovating to accommodate member services as well as those looking for just a onetime purchase.
Strategy: Since Angie’s List offers subscription membership and also one off purchases, proper tracking of each customer had to be implemented to fully evaluate media performance. Taking life time value into account the media plans were optimized to focus on bring repeat business and creating lasting loyalty. Focusing on the long term customer had it harder for the competition to gain their business.
Tactics Used: Custom tracking, attribution modeling, audience targeting, mobile marketing, video advertising, native advertising
Results: Efficiency of return on ad spend doubled as the campaign was able to scale profitably, spending upwards of $1.5M in the last year.