254% YoY increase in channel revenue for home interior brand

The Challenge

This client appointed Impression to support them in the creation and execution of a paid social strategy that would achieve ongoing profitability for the business, setting an initial goal of achieving a 500% ROAS.

At the beginning of our partnership, the brand was delivering ad-hoc social activity but lacked a structured strategy and tracking solutions to accurately measure the success of paid social advertising efforts. A secondary goal was to implement effective processes to track and analyse performance to determine successes and gather learnings.

The Strategy

We devised and delivered a full-funnel campaign via Meta which targeted both warm audiences to maximise online revenue and cold audiences to drive brand awareness and growth. Investment in Pinterest was expanded to leverage its popularity among home interior enthusiasts with optimised formats for all funnel stages. Using the two social media platforms mitigated risk and provided further opportunities to scale the campaigns that performed the best.

1

We adopted a proactive approach to creative optimisation to elevate campaign performance and effectiveness by constantly gathering data, optimising, and iterating. This included leveraging an approved copy and creative bank for reactive changes, developing a seasonality strategy to align messaging with market trends, and crafting tailored content for each funnel stage to engage our target audiences.

2

To effectively measure the performance and impact of paid social media efforts, we established a clear framework aligned with business objectives and defined measurable KPIs focused on optimising for higher ROAS and primary digital metrics. We built a real-time dashboard for proactive performance monitoring and management, supplemented by weekly and monthly 1:1 reports that outline campaign data, insights, results and our learnings, allowing us to set out clear next steps for continuous improvement.

The Results

In 2023, while the UK industry and competitors experienced slower growth, by strategically investing in paid social, our client achieved record-high revenue. In the first half of 2024, we continued this momentum with strong growth, despite market conditions remaining sluggish.