Summary:

In the midst of the pandemic, our digital team saw an opportunity to leverage the heightened demand for fabric face masks as a way to drive new and existing customers to independently lifestyle store, The Corner Booth.

We ran a simple and time-sensitive, month-long social media advertising campaign that utilised 2x Facebook Feed Image Ad variations, refined audience targeting, Ad optimisation and the careful monitoring of stock levels we were able to achieve 102 unique sales and a massive 1,155.9% ROI

Challenge:

The Corner Booth is an independently owned lifestyle store located in the inner-west Sydney suburb of Annandale. It’s a one-stop-shop for carefully curated women’s fashion and accessories, designer homewares, baby and children’s clothing, gifts and toys, skincare products and interesting books.

With physical stores closed or restricted due to the Coronavirus pandemic, competition in the online retail space was fierce. In late July, when authorities called for the wearing face masks in public and throughout Victoria, our digital team saw an opportunity to leverage the heightened demand for an affordable product as a way to drive new and existing customers to The Corner Booth website.

Our Strategy:

With people spending all of their time at home, online activity was booming (including a 75% or more increase in Facebook usage). We saw this as an opportunity to promote locally made, reusable face masks from The Corner Booth, through an ad-hoc social media campaign.

Our campaign objectives were to:

• Reach new and potential customers in the Sydney and Melbourne CBD areas
• Increase awareness for The Corner Booth brand and products among the target market
• Generate online sales of fabric face masks

The Campaign:

Due to the time-sensitive nature of this campaign and with limited creative available, we had to move quickly yet effectively, and because the face masks were a low-cost item, we also need to keep costs as low as possible.

We utilised simple copy and creative that communicated the key messages of staying safe, supporting local and being sustainable. The 2x Facebook Feed Image Ad variations were bolstered by refined targeting, Ad optimisation and the careful monitoring of the Ad budget and stock levels.

The campaign ran for one month from 10 August – 10 September 2020 and was primarily targeted at female shoppers, based within the Sydney and Melbourne metro areas, who had an interest in supporting small business and locally made products. We were also able to target existing customers (by tapping into past website visitors) and created Lookalike audiences based on previously successful campaigns.

Campaign Results:

At one point it felt like everyone was making and selling fabric face masks, but despite this serious competition our paid social media campaign was able to:

• Reach an audience of 25,368 people
• Deliver a 31% Click Through Rate (CTR) to the website
• Convert 102 unique purchases of fabric face masks
• Achieve a massive 1,155.9% Return on Investment (ROI)

Our Team:

• Ann Nguyen – Senior Client Campaign Manager
• Lisa Pike – Campaign Consultant: Social Media & Content Marketing

Looking for support with your Social Media and Digital Marketing? Launching a new product or service? Need to move an existing product? We can help you reach and engage with more customers, drive website visits and online conversions with ad-hoc or ongoing campaigns, tailored to suit your business and budget. Contact us on 1300 818 188 to arrange a consultation.