Ecommerce Strategy & Results:
This multi-campaign strategy was designed to drive e-commerce sales for a pillows and cushions brand by leveraging mid-funnel (MOFU) and bottom-funnel (BOFU) approaches.
The goal was to maximize conversions while maintaining cost efficiency, using a combination of creative testing, audience testing, and discovery-focused campaigns with varying budgets.
Strategy and Execution
1. Segmented Campaign Structure
- MOFU/BOFU Campaign: Focused on converting high-intent users with a $108/day budget, utilizing strong CTAs and retargeting strategies.
- Creative and Audience Testing Campaigns: Allocated $60/day and $45/day budgets, respectively, to refine ad messaging and identify high-performing audiences.
- Discovery Campaigns: Targeted new customer acquisition for cozy cushions and pillows with smaller budgets ranging from $15 to $20/day.
2. Creative Testing
- Conducted A/B tests across multiple ad formats (carousel, video, single image) to identify the most engaging designs.
- Tested variations in ad copy, headlines, and visuals to optimize click-through rates and purchases.
3. Audience Testing
- Utilized detailed segmentation, including lookalike audiences, interest-based groups, and custom retargeting.
- Refined targeting continuously based on purchase behaviors and engagement metrics.
4. Optimization Strategy
- Monitored campaign performance daily, scaling high-performing ad sets and pausing underperforming ones.
- Adjusted bids and budgets to ensure cost efficiency across campaigns.
Results and Impact
Overall Impact
- Total Purchases Across Campaigns: 209
- Brand Reach: Reached over 165,000 individuals
- Impressions: Over 564,000
- Cost Efficiency: Cost per purchase ranged from $62.62 to $114.53
- Revenue Growth: Each campaign contributed to expanding the client’s sales funnel and driving revenue growth.
MOFU/BOFU Campaign
- Purchases: 88
- Cost Per Purchase: $114.53
- Reach: 74,220 individuals (328,946 impressions)
- Amount Spent: $10,078.44
Creative & Audience Testing Campaigns
- Creative Testing: 55 purchases, $62.62 CPP, 27,265 reach ($3,444.28 spent).
- Audience Testing: 32 purchases, $80.94 CPP, 16,923 reach ($2,590.09 spent).
Discovery Campaigns
- Cozy Cushions Discovery: 14 purchases ($81.95 CPP), $1,147.24 spent.
- Pillow Discovery (Updated): 13 purchases ($66.47 CPP), $864.14 spent.
- Pillow Discovery (Original): 7 purchases ($85.53 CPP), $598.69 spent.
Conclusion
This multi-campaign strategy for an ecommerce pillows and cushions brand underscores the value of layering marketing efforts across the sales funnel.
By segmenting campaigns for discovery, testing, and conversion, the strategy achieved strong results while uncovering actionable insights for future optimizations. This comprehensive approach not only boosted sales but also positioned the brand for sustained growth in a competitive market.
