Key Results
BACKGROUND
One4All is an e-commerce provider of gift cards for customers to be used across a variety of brands and for all and any occasion.
CHALLENGE
Whilst Q4 was a key period of trade for One4all, we had identified opportunities to reduce their reliance on this period and spread this throughout the year.
OUR APPROACH
In collaboration with the client, we developed a 'fly-wheel' model to increase sales during a historically slower period of trade. Incremental budget was invested above our BAU forecast, with the additional revenue generated immediately re-invested in the next month's campaigns.
KEYWORD OVERHAUL
The core audience for the One4all brand in the UK previously centred around older demographics (40+) gifting as Christmas presents, in addition to seasonal campaigns for events like Teacher’s Day & Valentines. Our entire strategy previously had a focus of ‘gift cards’ or ‘e-gift cards’.
AUDIENCE PROFILE
As part of the fly-wheel approach, we needed to broaden this audience profile and broaden our targeting to generic ‘gifting’ categories, as well as leveraging the new card categories around Fitness brands, Back to School, Restaurants and Fashion
PERFORMANCE MAX
Due to the limited range of SKUs within the feed, we kept all products within one campaign but split by asset group to ensure our audience signals, creatives and copy were tailored to each audience and card range (Fashion, Sports, Food).
A robust roadmap was put in place to make sure account hygiene and best practices were adhered to at all times, in order to maximise results, as well as constant ad hoc suggestions to implement to improve performance in–week. Dedicated budget trackers were set up to keep a close eye on results.
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.
170% increase in click traffic through Google campaigns.
And our click share grew by 45%.
With a 44% improvement in CTR.
UP NEXT
CLIENT
Mission
Blackhawk Network needed a more aggressive approach for One4All's paid social (to scale the account whilst maintaining strong ROAS).
Read StoryResults
INCREASE IN ROAS YOY
results
DECREASE IN CPA