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P&Co

Facebook Advertising

1st January – 31st March

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The Client

Provision & Co is a global lifestyle clothing brand that combines the creative passions of two friends; custom design, art, music, and anything with wheels. Their brand is all about the freedom to live your life your own way, a message that people all over the world are rallying behind.

 

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The Brief

P&Co were seeing a dip in Facebook ad performance among audiences who had previously been engaging well with their ads, including an increase in cost-per-click (CPC) as competition tried to reach the same audience. It was time for us to try a few new ingredients and see if we could refuel their Facebook ads to go further.

The Goals

  • Find new ways to promote P&Co’s offering to their current audience.
  • Discover new potential audiences for the brand to target.
  • Begin the testing process to reduce the CPC of the brand’s Facebook ads.

 

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 The Plan of Action

With the Facebook advertising space becoming increasingly competitive, and our existing Facebook ad audience having been saturated, we had to approach this problem from a few angles:

  1. Rebranding the ad message
  2. Finding new audiences

  3. Split-testing & programmatic marketing

  4. Merchandising and conversion optimisation
  5. Increased customer lifetime value

Rebranding the ad message

P&Co’s audience are the kind of people who are always looking for their next adventure, so it made sense that they were ready to see something new on their Facebook feeds, too. We found a new story for the brand’s products and services, meaning we could target the same audience with a brand-new digital adventure that just might encourage them to buy something else. 

Finding new audiences

In addition to looking at how we approached existing audiences, it was also time to tap into new areas for potential customers. This meant looking at our existing audience’s interests and finding people with similar interests who might also understand the P&Co lifestyle, as well as tapping into previously unexplored personas.

Split-testing & programatic marketing

We ran account-wide split tests on all P&Co’s new and existing Facebook ads, not only collecting data for the brand’s internal creative team to help them understand which images were most engaging but also beginning the long-term process of decreasing the brand’s overall CPC in an increasingly competitive market. 

With these variant ads in place, we also made the most of Facebook’s programmatic marketing functionality, allowing Facebook Ads AI to make split-second decisions with pre-agreed budget rules. In this way, we knew our adverts were reaching the right people with the right message, and we were cost-effectively continuing our research into the most powerful adverts.

Merchandising and conversion optimisation

With so much strategy going into the Facebook ad strategy above, we took another look at the customer journey from ad discovery through to purchase, making sure that every single touchpoint was at the top of its game.

Increased customer lifetime value 

Increasing customer lifetime value with solidified funnel structure to ensure no engaged audience fell through the cracks.

Results

As P&Co will tell you, nothing worth holding onto was built overnight, so we take our time and do it right. That’s why results like these often follow.

Comparing Q1 2021 vs Q1 2020, we saw:

%
Reach
%
Conversion Rate

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