Key Results
BACKGROUND
Bonmarché are a popular fashion retailer, based online and with stores across the UK. Their main demographic is women who are 40+, this audience are regularly using Facebook and Instagram on a daily basis.
After working with Found for a number of year’s, Bonmarche’s BAU Meta Performance had been working incredibly well. The next step was to diversify to a new platform to reach and explore a new audience and implement an everysearch strategy across social. Enter Pinterest.
CHALLENGE
With a tight budget we needed to ensure that we had an efficient use of spend as a new platform such as Pinterest requires testing campaign objectives and testing a range of creatives that were made specifically with Pinterest in mind.
OUR APPROACH
“We knew Bonmarché’s audience had a big presence on Pinterest so we rolled out an initial test to determine what the size of the opportunity was.”
INITIAL TESTING
From our initial test, we delivered 1,246 sales and a ROAS of 4.9, we knew there was huge potential in the platform. It was now time to scale.
CONCURRENT CAMPAIGNS
We refined our strategy, introducing a collection conversion campaign to run alongside the conversion-based catalogue campaign. We also implemented traffic and consideration campaign which resulted in a dramatic increase in results.
ALWAYS ON TESTING
Always-on testing saw our performance further boost over the course of the quarter which was amazing to see.
Due to the campaigns success, Pinterest has since become part of BAU activity for Bonmarché and we’re proactively working on the next channel test.
“Demonstrating a comprehensive audience mapping to Bonmarché underscored the significance of diversifying our channel mix. It elucidated why embracing an everysearch strategy was imperative for effectively engaging and capturing new online audiences.”
RESULTS
The numbers speak for themselves:
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.
UP NEXT
CLIENT
Mission
Having grown Vita Student across Meta and Google, it was time to diversify on new platforms by pivoting to exploit TikTok and Snapchat for higher reach and website traffic.
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