Urban Gifts
Facebook Ads
June 2020
Delivered
The Client
Urban Gifts is the go-to place for inspired gifting. With their online shop, no matter who you’re buying for and what their passions are, you’ll be able to make them happy. It’s time to raise the bar on gift-giving.
The Brief
Urban Gifts had always sold their products through online marketplaces like Amazon and eBay, meaning that even though people already loved the products, they didn’t know the passionate brand behind them. Now was the time to start building the Urban Gift brand and nurturing direct consumer relationships.
In 2018, we built their Shopify ecommerce website, giving the client a bespoke, accessible, and cost-efficient platform to sell their products from. Then, we were briefed with creating a social advertising strategy to increase awareness of the Urban Gifts brand and ultimately drive sales. They also stock exclusive products, and they asked us to push a specific gift for music lovers.
The Solutions
Urban Gifts came to us with two challenges, so we delivered two results-driving social campaigns:
Funel Driven Facebook
Advertising Strategy
After defining the brand’s buyer personas and seeing that Facebook had a potential audience size of over a million people, we devised a social advertising strategy using this channel to take people through the entire brand journey, from discovery to conversion. Our campaign structure follows three core principles:
Discovery: Reaching a brand-new audience with the Urban Gifts brand, promoting a selection of unique products that might drive them to explore the website.
Consideration: If they engaged with the above advert, they’d be shown another, this time with a focus on purchasing one of these presents for themselves or someone else.
Conversion: For those who even put items in their basket before leaving the site, a retargeting ad was shown, giving them that one final nudge to make themselves or someone else happy.
Facebook Ad Strategy
We knew that this always-on social advertising strategy would increase awareness of the Urban Gifts brand with eye-catching brand-building content, drive traffic to the site and social profiles, and allow us to share value propositions with the potential customers to drive conversions.
Picking the perfect product advertising
Alongside this funnel campaign, we were briefed on a specific product campaign for the Pickmaster Precision Plectrum Maker.
This unique item gives guitar players the ability to “punch new plectrums out of old bank cards, loyalty cards, gift cards and other plastics,” and Urban Gifts have exclusive rights to this product in the UK.
With the Urban Gifts audience growing on social media by the day, we targeted Facebook users once more, this time targeting ‘engaged shoppers’ with interests in music, guitars, or even a role in the music industry.
We disrupted their Feed and Stories with optimised video ads featuring 15 seconds of the product being used, showing exactly how it would fit into their lifestyle and interests, and followed the same proven strategy of taking these people from awareness through to conversion.
Results
By targeting key personas across awareness and product campaigns, it was our turn to make Urban Gifts happy when they unwrapped these results:
ROAS
Engagement Rate
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