Sweating Content Assets to win new customers

We developed a two-pronged strategy; combining engaging content formats with a data led approach to drive improved social sales.

Utilising video and Canvas ad formats layered with interest targeting, we targeted new customers to build awareness. Engaged users of these formats were then targeted with a more explicit sales ad with dynamic retargeting using carousel formats.

By using more segmented pools of Sweaty Betty’s customer data, such as their VIP’s, we used lookalike modelling to find new customers which resulted in greater efficiencies as our ads were more targeted to higher quality customers.

Results:

• 53% sales improvement across Facebook and Instagram
• 48% sales increase from new customers
• 12% decrease in overall CPA