The Challenge
The Cornish Company and Impression work together through many high-demand seasonal peaks, one of which is Mother’s Day. When running paid media campaigns during key events, there are various challenges to be aware of, such as:
- Heavy focus being placed on seasonal sales, with tailored products packaged as gifts for various occasions. Reaching KPIs during these periods is key to reaching yearly performance targets.
- Annual forecasting can be challenging due to the dates of events such as Mother’s Day and Easter changing each year
- Seasonal periods are both high opportunity and high pressure due to the perishable nature of the goods and fixed event timelines. Campaigns must drive large volumes of profitable orders within short, time-sensitive windows.
We were challenged to meet the following objectives, with the above considerations in mind:
- Paid media campaigns must deliver efficient performance, with an agreed minimum Return on Ad Spend (ROAS) and maximum Cost Per Acquisition (CPA)
- Help The Cornish Company to sell an agreed number of hampers, 75% of which were limited edition Mother’s Day hampers. The agreed number increased by +33% prior to launch, implemented as a stretch target.
