Paid Social Case Study
After a successful peak period and record Black Friday in 2021, Paid Social became an established part of Stone Refurb’s marketing mix.
Focussing on Facebook and Instagram with a full-funnel approach we showed Stone the potential.
Previous limits on budgets were lifted, and all we had to do was implement a strategy that saw the account scale profitably.
The initial success of the campaign saw success from strong Black Friday creative, re-marketing audiences lists and well structure full-funnel campaign structure.
We knew simply throwing more budget would provide limited results, we need to be able to scale the account whilst maintaining profitability and going into a seasonal downturn.
The team set to work building out the account further and over the course of the first half of the year establish specific tactics to drive performance.
Through constant analysis, we identify core content pillars, always on ads that focus on core messages that resonated with the target audience. Many of the best-performing ads during this successful period remained untouched.
This was then supplemented with promotional and feature ads that ran alongside. Introducing new messaging and constantly testing against the pillar content.
These became the bread and butter of the campaigns early on and we introduces dynamic collection ads launched early in the year.
We knew Facebook and Instagram would favour these formats and quickly after launch they were utilising a large proportion and driving mega returns.
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To prevent ad fatigue the creatives needed to be kept fresh and up to date. Stone Refurb allowed us creative freedom to explore various styles and formats in keeping with the brand guidelines. This included;
We ran a lot of copy testing and analysed everything. What we quickly identified short form copy performed better especially when we incorporated Emojis.
They act as a visual tool that connected better with the target audience adding personality, and visual flare, highlighting key pieces of text and forming listicles.
This approach along with the usual optimisations saw a constant increase in performance. YoY on year we saw improvements across the board;
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.