Gemporia - Paid Media Campaign
Services provided: Strategy, Creative Campaign, Paid Media
Brief.
Gemporia, a long term client of ours, is a jewelry and lifestyle brand. For Black Friday they were looking to achieve breakthrough sales performance and we put forward a multi channel proposal to make it happen. Historically, Black Friday has been one of the most competitive moments in retail, so it was essential we crafted a strategy that not only drove traffic and reach but also converted into sales.
With a focus on digital performance marketing, we developed a multi-channel strategy encompassing multiple digital touchpoints across Google, Bing, Pinterest, TikTok, and Meta to ensure maximum reach and engagement across our target audiences.
What We Did.
We looked at historical performance data to identify our best performing channels and the most impactful channels and audience segments for Black Friday sales. Then we implemented specific creative tailored to each channel, with multiple Black Friday offers to drive interest, engagement and action.
For each channel we ran campaigns across the full purchase funnel, nurturing users down the funnel to conversion. We used a mix of engaging short form video for story telling with harder working product ads and promotional search ads with ad extensions where applicable. We also drove frequency with retargeting to drive home the sales on offer.
Once activity kicked off, we monitored daily the creative and target audience performance, up and down-weighting budgets in accordance with results. We used analytical tools to see performance across the full channel mix and see the impact at channel and campaign level reallocating spend for maximum ROI.
Results.
The Black Friday campaign was a record sales period for Gemporia with 2024 also being their best year yet for e-commerce, thanks to increased marketing activity within digital channels. The highlights were a 131% increase YOY for revenue. 81% increase in average order value and a 41% increase in YOY transactions. We also achieved a blended ROAS of 10, smashing the ROAS target of 6 during the Black Friday period.