Client Case Study: Clothing Retailer

Campaign Objective and Strategy:

The campaign objectives for this specialist clothing retailer was awareness, retention of existing clients and improving the quality of leads and conversions.

Because the retailer relocated to newer premises, and its competition immediately moved into their old premisses, we found that many shoppers out of habit and words of month communication would just go to the old store location, the assumption was that clients not realising that it is a different retailer in that retail space, or they were unaware of the new location, or by the time they got to the old location, it was to much trouble for them to find the new location which also speaks directly to customer loyalty.

One of the main initial strategies was to make people were made aware of clients new upmarket location, and if people wanted the same quality and service they expect from this niche retailer, they would need to visit the new location.

The second strategy was to improve not just the quality of leads coming in, but also increase the conversion rates. The company also felt after doing social media in house for a couple of years, that they were running out of content ideas and ways to communicate or translate their value without being repetitive.

Social Media Content Strategy:

As this particular retail industry is also highly competitive for a small niche market, it was important to increase engagement on their social platforms and drive the value of their products and services and the overall experience customers can expect. Timely content and video content was also the two main drivers of successful execution on the digital content strategy.

Paid Campaigns Strategy

The paid social media strategy was mostly driven by increasing conversions and improving the lead quality.

After just 6 months we were able to make significant improvements on their advertising performance.

When the client came to us the quality of leads their received was very poor which means that they were attracting the wrong type of customer, either customers that didn’t have the financial means to pay for the high end items or customers that was really not ready to buy and just browsing and they were paying anything from R205- R50 CPC (cost per link click).

Original Social Media Ad Campaigns: Reach, Cost per 1000 impressions and Cost per click.

After several optimisation strategies and testing of different ad strategies and types  including using the existing customer base to find new audience with the same features also known as lookalike audiences, not just the quality but also the cost per conversation dramatically improved.

Improvements after numerous testing within 6 months.

Improvements in Cost per 1000 Impressions Explained:

 Where originally the client was paying between R205, R23 and R21 to reach a 1000 views ( impressions on Facebook and Instagram), after our testing and optimisation, the cost to reach 1000 views dropped to R18, R12 and finally R6.

An impression (also known as a view-through) is when a user sees an advertisement. In practice, an impression occurs any time a user opens an app or website and an advertisement is visible.

Marketing reach refers to the estimated number of potential customers that you can reach with your message or an entire campaign.

Improvements in Cost per Link Click Explained:

Originally this client was paying R205, R83, R60 and R50 for every click on their social media ads. Within a space of 6 months the cost per click on their ads was dramatically reduced to R0,65, R0,47, R0,49, R0,57.

Cost Per Link Click is the average amount of money spent per click on links contained in advertisements.

The client also confirmed that within the first two months of ad optimisation, there was a major improvement in the quality of the customer coming through their doors, which means that the sales teams valuable time was not wasted on people that could either not afford the items, or people that was just browsing the merchandise. They experienced a significant increase in the right customer coming to their store and wanting to buy the items. At the end of the campaign, the retailer saw such significant improvements they opened a new location in an affluent area in Johannesburg in 2021.