Driving sales for home appliance brand | Case Study

The Challenge

Halo wanted to drive sales for its cordless vacuum products at a more efficient ROAS, challenging Impression’s paid social team to meet new, ambitious targets. The brand also aimed to drive more traffic to its site during sale periods to generate interest from a wider audience who weren’t currently being targeted through purchase-optimised activity.

There were certain challenges in meeting the above requirements:

A lack of varied creative assets resulted in ad fatigue, driving higher costs
A lack of creative assets following best practices, hindering the efforts of traffic-driving campaigns

With the above in mind, Impression suggested:

Launching a traffic campaign to capture users further up the funnel
Implementing new creative assets to increase ad engagement and improve CPCs
Adapting creative assets for purchase-optimised campaigns and the new traffic campaign to align with the stage the user is at in their journey

We worked towards the following KPIs:

Driving sales through paid social activity at an agreed minimum ROAS via conversion campaigns
Driving higher volumes of website traffic through paid social activity during sale periods via traffic campaigns

The Strategy

A review of top-performing ad creative was completed, with insights gathered on key themes across top-performing assets. Competitor activity was also monitored to give us visibility on what our target audience was seeing across social media platforms.

Following this, a creative brief was produced which combined full specs, a variety of new formats and concepts to test, and learnings from top-performing assets. Sessions were held between Impression’s paid social and creative teams to discuss key concepts and align on the next steps.

We put a testing plan in place for different creative themes and ad formats. With testing, we can learn what performs best and then optimise towards these variants to drive maximum results.

During the implementation of this work, high asset volumes meant that we needed to launch the new ad creative in stages, to ensure that each asset received enough spend and to avoid spreading campaign budgets too thinly. We tested different concepts over different time periods, pausing any underperforming ads once enough data was gathered.

We launched the new assets, in line with our testing plan, within 2 campaigns:

1

A sales campaign with a bid strategy geared towards the highest volume, to maximise purchases and gather learnings more quickly. Assets were sales-focused and incorporated trust signals to encourage purchases.

2

A traffic campaign optimised towards driving landing page views, to measure successful page loads. This was also geared towards the highest volume to maximise results. These assets were geared towards users higher up the funnel, incorporating video and UGC styles to introduce products in an engaging way.

3

Performance was monitored on a daily basis, reviewing ads for performance insights. Following this, we optimised towards top-performing ads, pausing those which delivered results below our agreed target.

The Results

Since the new assets were introduced, across a four-month period (May-Aug), we achieved the below results. In addition, Halo opted to continue to focus on utilising paid social as a channel to drive traffic to its website, given the success of our efforts.