Seasonal Ad Campaign Strategy, Creative, and Execution
How We Help
We approached Talia’s 2020 Planning Season Campaign with two main objectives in mind: build brand awareness and drive sales.
We created a series of multi-channel ads that spoke directly to segmented audiences, and tested and retooled our efforts throughout the campaign to ensure effectiveness and economy of spend.
In addition to running Google and Facebook ads, we created Talia’s organic social media content and encouraged community building and account engagement
The Challenge
The client, although successfully driving sales through Amazon, wanted to build their brand awareness amongst a wider, general audience and create a direct sales channel to their website.
Fans of discbound planners and notebooks are deeply loyal, and getting them to embrace a new brand and understand Talia’s versatility, quality and value required break-through messaging. For traditional planner users, we needed to communicate the major benefit of the “discbound” system of flexibility, choice, affordability and integration with their other tools and get users to envision themselves enjoying the benefits of planning.
We set out to educate new audiences on the functionality and benefits of Talia notebooks while illustrating the versatility and value of the offering to fans of similar discbound products by creating a landing page with special offer, testimonials, a gallery of best sellers and free product. Our greatest ROAS was seen in the retargeting sector with, while our awareness efforts formed a strong foundation for ongoing engagement and conversions with 700,000 brand building impressions.
The Solution
Research
Create
Build
The Result
Our Planning Season Campaign for Talia was launched early November and lasted through mid January, in alignment of the timing when most people are purchasing their 2020 planners and organizers.
The campaign helped Talia achieve a doubling of sales over the previous year, and established significant sales directly through their own website which had previously not been the case. Brand awareness was increased via 700,000+ impressions across Display, Search, Social and Video campaigns as evidenced by Brand searches which increased 120% YOY and 42% over the previous period. Clicks and conversion rates were positive and resulted in 190% increase in conversions over the previous period.
In addition to the immediate results, the campaigns, audiences, ads, posts and landing pages are all assets which Talia has at their disposal and will be used going forward. Overall, the year-end planning activity resulted in a 100% increase in sales over the previous period as well as provided momentum and assets moving forward.
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