Light Up Bristol

£278,065.32 in sales for Light Up Bristol in Christmas advertising campaign.

Why did we approached it like this?

We implemented our Black Friday campaigns before the competition in order to get people really interested in our offer at the time when people were looking for offers on paid social.

Our framework:

Our strategy for offers/sales like Black Friday is:

Initial local targeting to broaden awareness and generate interest and engagement
Targeting target customers and split testing multiple audiences (age, gender, parents etc)
When we had good customer data, use of LAL audiences and Retargeting campaigns with a stronger CTA to warm audiences
Consistently test new creative to maintain interest and encourage organic engagement / sharing etc

Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.

Client Name, CEO Aberdeen FC

Our Approach

Knowing the event was local and picture-esque, we opted to run ads across Facebook and Instagram. Using those platforms would allow us to pinpoint our perfect customer, share our beautiful designs and build virality around the event.

We launched their campaign a few weeks prior to the event so we could build intrigue and excitement for the event. This allowed us to bring in sales quickly by offering tickets at a discounted price.

Because our targeting was set to a geographic location, we focussed a large percentage of our efforts on testing creatives and ad variations. In total we rolled out over 230 different ads. When it came to audience targeting, we did a mix of broad targeting (targeting the local area) with smaller segmented audiences, such as targeting different age groups with imagery & creatives that would resonate with them.

As we started to gather customer data (ticket purchases) we rolled out lookalike and retargeting audiences which performed exceptionally well.

We phased the budget out carefully to ensure we didn’t fatigue our audience too fast. We also wanted to make sure we reached the most number of people closer to Christmas (where buying intent was higher).

Results

We spent a total of £3,564.94 for the client over the course of 11 weeks. From the campaign, we generated £278,065.32 in sales, equating a ROAS of 78.

We would have loved to have scaled the budget in this campaign due to the incredible ROAS but due to it being a local area/local event we were restricted by the audience size.