Summary
Managed the social media e-commerce campaign for Ktreadz – a fashion brand in Trinidad and Tobago. Optimised a modest budget to maximize e-commerce conversions during the peak Christmas season. The strategic use of interactive ad formats and careful budget allocation throughout the year led to significant increases in both engagement and online sales, achieving a return on ad spend (ROAS) of 5.73 during the holiday shopping period.
Goal
The primary goal was to efficiently use a social media marketing budget to boost e-commerce conversions for Ktreadz during the high-demand Christmas season while maintaining year-round brand engagement and lead generation.
The Challenge
Ktreadz operated with a limited advertising budget, necessitating highly strategic use of funds to maximize impact, particularly during the competitive Christmas sales period when consumer spending is at its peak.
The Priorities
The campaign was strategically divided into two phases: off-peak and peak season. During off-peak periods, the focus was on fostering engagement and building a qualified lead database. This approach allowed for the accumulation of valuable data on prospective customer demographics, which was instrumental in tailoring the targeting for the Christmas campaign.
The Strategy
The strategy employed was multifaceted and highly data-driven:
- Year-Round Engagement and Data Collection: During the off-peak periods, the focus was on leveraging video content and lead generation ads to engage potential customers. These strategies were aimed at encouraging sign-ups to the email list, and providing a stream of valuable data on prospective customer demographics.
- Optimized Spend During Christmas: Leveraging the data collected throughout the year, we concentrated the budget on driving e-commerce conversions during Christmas. This involved targeting the most responsive customer segments identified during the off-peak period.
- Product List Management in Meta’s Commerce Manager: Managed Ktreadz’s product listings within Meta’s Commerce Manager, utilising the inventory for creating compelling, interactive ad formats such as catalogues and instant experiences.
- Interactive Ad Formats: Developed interactive ads that showcased the product range effectively, encouraging direct purchases from Ktreadz’s Shopify store. These ads were designed to capture the festive season and highlight special offers, making them particularly appealing during the holiday shopping rush.
The Results
The focused approach to budget management and ad placement resulted in a ROAS of 5.73 during the Christmas period. The strategy of dividing the campaign into two distinct phases—data collection and lead generation during off-peak times, and aggressive sales-driven marketing during Christmas—proved highly effective. The management of the product list and the use of interactive ad formats further enhanced the campaign’s success, driving significant traffic and conversions through the Shopify store.
