Sweaty Betty is a British retailer specialising in women’s activewear with over 50 boutiques in the United Kingdom, six boutiques in the United States and several concessions in department stores across the UK and USA.
Brief: Sweaty Betty approached Threepipe Reply to help improve the results of their paid social marketing, primarily to increase sales and revenue.
Approach: The first step was analysing historic campaigns, performance and overall account structure. Adopting a data led approach enabled us to identify gaps and develop a full funnel paid social strategy which focused on two key areas:
- Creative Formats – Combining engaging video and canvas ads to build awareness amongst a broad audience.
- Ad Sequencing – Creating audience pools based on ad interaction and sequencing ads to audience segments depending on their position in the purchase path with multiple ad formats including dynamic retargeting and carousel ad formats, to drive purchase.
- Granular Customer Segmentation – hyper customer data segmentation into defined categories such as VIP’s, then combining lookalike modelling to find audiences with similar characteristics. By adopting a more segmented approach to audiences we were able to improve performance as the ads were targeted to customers with an increased propensity to purchase.
Results:
- 53% increase in sales across Facebook and Instagram
- 48% increase in sales from new customers
- 12% reduction in CPA
