Target audience & strategy
Our target audience consisted of two distinct female groups: Millennials, aged 18 to 34, who were primarily interested in purchasing gifts for themselves, and Gen X, aged 35 to 50, who were more likely to purchase gifts for others. Our research indicated that these two generations were the most technologically adept and comfortable with online shopping in the local targeted market.
To effectively market to these demographics, we developed a targeted strategy utilizing the sophisticated targeting options available in Ads manager. Our approach centered around showcasing relevant Ad content of stylish women, particularly those in the younger age group, with Kipling bags as a fashionable accessory.
Implementation & creativity
Set up conversion tracking:
With conversion tracking implemented, we were able to effectively measure the sales and return on ad spend (ROAS) for our ecommerce ads. Additionally, it allowed us to map out our customers' journey from start to finish. By identifying any potential pain points along the way, we were able to quickly address them and ensure a seamless experience for all.
Ads Implementation:
At the peak of the festive season, Kipling International delivered a plethora of captivating photos and videos for our campaign. Our team of marketing experts meticulously sifted through the content, handpicking the most enticing pieces that resonated with our intended audience, based on attributes such as model age, local trends, and culture.
Despite the constraints of limited creative freedom, we utilized our marketing expertise to craft cutting-edge ad copies that set our campaign apart from the competition. Thanks to our top-notch multivariate testing and data-driven approach, we crafted a winning formula that made our ads more relevant to the target audience, ultimately driving up conversion rates.
Details of any challenges faced and how these were overcome
The success of any marketing campaign hinges on the ability to effectively engage and resonate with the correct target audience. However, without the necessary data, creating an impactful campaign can be a daunting challenge. This was the challenge faced by our marketing agency prior to launching of the campaign. Our solution was to research and understand the local market to gain valuable insights into the target audience. This allowed us to develop two distinct personas that featured a multitude of characteristics, enabling us to create hyper-targeted Ads that spoke directly to our audience's unique preferences, pain points, and desires.
Results & evaluation
Through persistent campaign optimization, Kipling Cyprus achieved a remarkable surge in online sales in the Cypriot market via Meta Ads. Our campaign's effectiveness was demonstrated through our outstanding return on ad spend (ROAS) of 16.90, which significantly outpaced the previous period's 2.55.
