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Love Logs

Marketing Strategy

March 2021

Delivered

The Client

Love Logs only launched in August 2020, but they were looking to change the way the firewood industry works, giving people a place to buy planet-friendly firewood that gives back to the environment with each purchase.

 

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The Brief

As a relatively new brand, Love Logs needed help with growing awareness and trust of their brand, all while being careful not to spend too much of their budget while they’re still growing from a shaky seedling into an established Redwood.

The Goals

  • Build brand awareness in a strategic, cost-effective way.
  • Increase trust in all of Love Log’s touchpoints, from first contact to service propositions.
  • Pinpoint target audiences within Facebook ads and drive conversions.

 

WEBSITE

 The Plan of Action

Rather than just jump right in and realise we couldn’t see the forest for the trees, we planned out four key areas to reach the brand’s objectives:

  1. Audience persona & creative workshops
  2. Facebook funnel strategy

  3. Integrated CRM
  4. Merchandising and conversion rate optimisation

Audience & Persona Creative Workshops

During a series of collaborative workshops, we helped the brand to pinpoint their audience, understand the kind of messaging that would engage them, and design the creative imagery and words that would be most effective in taking these people from discovery to conversion.

Facebook Funnel Strategy

With their audience realised, we created a Facebook ad strategy that would target these people based on what we knew about their location, interests, and spending habits. Every step in the process was designed to drive Love Log’s potential customer further down the funnel, all the way from awareness and building trust to completing their first purchase.

With the careful budgets of a new brand, our aim was to drive quality brand awareness while also yielding a return on investment that allowed the new brand to grow. This was ultimately achieved by testing new audiences alongside keeping up a regular stream of sales in existing audiences.

How’d we do it? 

  1. Driving top of the funnel (TOF) awareness aimed at growing the customer data available to Love Logs (through Facebook’s pixel and website visits).
  2. Developing middle-of-the-funnel customers (MOF) to keep them engaged throughout the journey.
  3. Encouraging those who made it to the bottom of the funnel (BOF) to finalise their purchase, growing the brand’s customer base, one sale at a time.

Intergrated CRM

To strengthen this element of trust and engagement, we also integrated a customer relationship management (CRM) element, allowing for further communication between the brand and its new or existing customers.

Merchandising & Conversion Rate Optimisation 

Ensuring that this ad strategy was performing at its best, we also worked with the client on optimising their merchandising and conversion rates. This meant that we were building brand awareness while also optimising the return on investment for each new person we reached, a key objective for a brand still in the early stages of growth.

Results

Timber! In just under four months, we saw Love Log’s audience and conversions shoot up. Between 11th December 2020 and 27th March 2021, results included:

+%
increase in revenue: Q1 2021 vs Q4 2020.
%
of new customers were driven by Facebook

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