The team from Handpicked, Cafédirect's subscription service, approached Fortune with the brief to run a campaign that drive would boost sales in the lead up to Christmas and increase the number of subscribing customers on the clients CRM. The client had previously not run a planned paid media marketing campaign, and needed an experienced pair of hands to help steer them through an increasingly competitive market place.
The campaign began by defining multiple target client personas. Having identified where the key opportunities lay, and the most receptive types of customers, Fortune set up multiple campaigns across social media and paid search channels to reach these coffee lovers. The team designed an A/B test plan to examine and optimise the effectiveness of CTAs, creative applications and landing pages across multiple device types, which succeeded in driving down CPA and increasing reach throughout the campaign.
The campaign was a great success, not only did the team deliver the biggest sales of the year and increase the customer database, previously unknown audiences were identified, UX issues on the site were uncovered and a series of improvements for the Handpicked website were presented to the senior team that will continually improve ROI metrics.
Analising performance of our activity helped to discover issues with customer journey on the landing pages and certain devices that most likely caused missed opportunities on sales and more people leaving the page immediately (high bounce rate) and also resulting in having the Facebook traffic compensate declining traffic on other channels, leading to overall sessions increasing by 54.72% YoY and 5% Increase in Average Order Value (AOV).