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Bad Monday 

Facebook Advertising | Scale

1st Jan 2021 – 31st March 2021

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The Client

Bad Monday is a tattoo-inspired streetwear brand with diversity, inclusivity, and eye-catching graphics at their heart. What began as a small business selling printed t-shirts has become a unique brand selling high-quality, one-of-a-kind fashion with aspirations of making a real difference in the scenes of art and music.

 

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The Brief

Bad Monday was looking to reach new people and build awareness of a new collection of products. Their Facebook ads were beginning to see less engagement and a higher cost-per-click (CPC) in the competitive advertising space containing their existing audience, so it was time to try something different.

The Goals

  • Create news ways of reaching Bad Monday’s existing audience with better results.
  • Build a new Facebook ad strategy to scale up their reach and engagement with new audiences.
  • Increase customer lifetime value, from discovery through to loyalty.

 

WEBSITE

 The Plan of Action

When one path becomes too crowded, there’s always another path you can take in life, and this is true of Facebook advertising strategies, too. Here, we walked a few new paths alongside Bad Monday to increase the effectiveness of their Facebook ads:

Capturing new auidences

Our first task was to explore the new audiences on these different paths, and reach them with new messaging and ads that would tempt them to take a closer look at the lifestyle and products Bad Monday could offer them.

Here, we showed off Bad Monday’s newest collections, models, and workshops, reaching people with a message that had been taken from alternative, tattoo-led designs to a focus on streetwear. When you have the creativity and designs to reach both audiences, why wouldn’t you?

Split-testing & Programmatic marketing

Account-wide split tests on Bad Monday’s Facebook ads meant that we could inform the brand’s internal creative team with key information for future adverts, such as which types of images were performing best for their audiences. In this case, we tested product shots and lifestyle shots in different formats across the funnel, all in the name of improving engagement and cost-per-click (CPC) in the competitive advertising space.

Alongside testing various imagery, we also used Facebook and Google’s programmatic marketing functionality, meaning if performance is over a certain threshold, the ad budget will automatically increase to take the ads further and maximise reach and performance. It’s the most cost-effective way to get your adverts in front of the right people without having to watch their performance 24/7. Our expertise is better used elsewhere, don’t you think?

Merchandising and conversion optimisation

Every step in the journey has to be considered when you’re creating the perfect Facebook advertising strategy, so we also optimised website merchandising and conversions. We updated the Bad Monday website to reflect the top-performing products featured in social ads and ensured there was a smooth user journey from ad to purchase. 

For example, if a hoodie was performing well in the Facebook adverts, you’d find it in prime position on the product page when you landed on the website.

Increasing customer lifetime value

With a solidified funnel structure – from awareness at the top of the funnel (TOF) to discovery in the middle of the funnel (MOF) and onto product purchases at the bottom of the funnel (BOF) – we made sure nobody fell through the cracks.

No matter which channel they first interacted with the brand, whether it be the brand’s emails, website, or social ads, we’d keep them engaged throughout their journey and interested in making a purchase.

Results

One thing that’s not new to Bad Monday is pushing boundaries, so they gave us the freedom to push the boundaries of what their Facebook advertising could do. With these results, we’re happy they did. Comparing Q1 2021 vs Q1 2020, we saw:

%
Clickthrough rate
%
Conversion rate

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