The core challenge was a complete lack of historical data. With no previous campaigns to benchmark against, we were flying blind. We needed to build an ad account and campaign completely from scratch, striking the perfect balance between generating top-of-funnel brand awareness and delivering immediate, tangible financial returns.
The goals
What we focused on
Build brand awareness
Target new potential customers to bring awareness of the brand's USPs.
Funnel new customers
Move users from awareness through to final conversion on the brand's Shopify website.
A/B testing creatives
Find which creatives perform best so we can reinvest spend into the most efficient channels.
The strategy
A two-stage funnel
01
Top of funnel: awareness & traffic
Complex, interest-based personas to reach new customers and drive site traffic.
02
Bottom of funnel: conversion
An Instagram shopping experience with dynamic product ads and retargeting.
The execution
How we did it
Phase one launched complex interest-based audiences to drive site traffic. Once the pixel had captured enough data, phase two deployed a retargeting layer with dynamic ads, creating a seamless in-app Instagram shopping experience.
