The Challenge & Goal
The primary goal was to boost revenue from digital channels, such as Meta Ads and Google Ads, and scale growth while maintaining a ROAS above the client’s efficiency target. However, the campaign faced significant challenges in 2023, including competition from online retailers selling the same products at lower prices, which drove up CPC and made our offerings less attractive. Additionally, the discrepancy in pricing between the client’s website and the lower-priced options available through other retailers further complicated efforts to maintain a competitive edge in search advertising.
Solution
To tackle the challenges and meet the goal, we employed a comprehensive e-commerce strategy centred around exclusive product offerings. We introduced bundles of products available only on the client’s website, which offered a higher AOV compared to individual items sold by competing online retailers at lower prices. This approach not only set the client’s products apart but also encouraged customers to make higher-value purchases directly from their e-commerce site, mitigating the impact of competitive pricing.
In addition, we deployed a targeted upsell and remarketing strategy. Understanding that shampoos are often repurchased, we focused our campaigns on existing customers who had not bought in the past 30 days. This allowed us to target those likely in need of replenishment, thus optimising ad spend and boosting conversion rates. By leveraging exclusive bundles and customer data for precise targeting, we enhanced the client’s digital marketing effectiveness and improved their competitive position in the French market.
Implementation
To execute the campaign, we utilised Meta Ads, Google Ads, and TikTok, each tailored to distinct objectives and leveraging innovative strategies.
- Meta Ads: We employed frequent ad rotation to combat ad fatigue, continuously testing various creatives to ensure fresh and engaging content for users. Ads highlighted exclusive bundles and used inspirational imagery to drive interest and engagement.
- Google Ads: We implemented a CSS feed optimization tool to enhance our visibility in Google Shopping, improving our competitiveness against online retailers. This adjustment reduced our CPC by approximately 22%, making our ads more cost-effective.
- TikTok: Serving as a crucial upper-funnel channel, TikTok allowed us to reach over 1.2 million users monthly with a modest budget. We rotated user-generated content (UGC) to boost brand awareness and drive searches for Pomélo+Co products.
The implementation process involved developing creative storytelling to emphasize the organic and additive-free benefits of Pomélo+Co’s products. This approach not only set Pomélo+Co apart from competitors but also aligned with current trends in digital marketing.
Ads
Results
Comparing H1 2024 to H1 2023, we increased webshop revenue in France by 38%, while maintaining the same revenue from other retail sources.
Overall, digital channel ROAS improved by 2 points above the desired target, with Meta Ads specifically seeing a 150% YoY ROAS improvement.
Creative storytelling on Meta increased the average engagement rate by 1.5%.
Conclusion
The campaign successfully enhanced Pomélo+Co’s market position and digital revenue through a strategic mix of exclusive offers and targeted marketing. The 38% increase in webshop revenue and improved ROAS demonstrate the effectiveness of our approach. Moving forward, continuing to leverage these strategies and optimising for emerging trends will be key to sustaining growth and maintaining competitiveness in the European market.
