Kindred Bravely

DIGITAL MARKETING

 
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CAMPAIGN BACKGROUND

Kindered bravely sells Maternity & Nursing Clothing and
related products online across the world.


Objective

Expand, reduce CPA and optimize current audiences/spending.



 


Challenges

Brand awareness, preference & loyalty - a number of existing Maternity & Nursing Apparel Brand companies (competitors) that offer similar product.




Our Solution

We did careful analysis with their on-going campaigns and come out with better identifications. With Kindred Bravely customer database and traffic, we created a very lean campaign structure (using different approaches from their on-going campaigns) to reach out for the audiences.


 

 

 

Results

Created our own Facebook Ad structure that helps keep CPA lower and ROI always in the picture. Managed to lowered down the overall CPA (at CPA $18.68), initially at around CPA $50 (ran by client). Throughout the activation of our campaigns, we are able to maintain the CPA lower and increase the conversions than client’s.

 
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Optimization and
Viewing Performance

• Utilizing different Campaign Objective & Biddings
For instance, duplicating the converting campaigns and use it to create different campaign goals such as

Website Clicks
Page Post Engagement
Offer Claims & etc.

Use different optimization and bidding to reach more people and to get more conversions at low costs.

 
 
 

Different Objectives
Biddings Cont.

Different bidding option influence the group of audiences that the ads will reach.

Testing different bidding allows the campaign to reach different group of audiences and can help the campaigns to get more conversions at lower cost if utilized correctly.

For Example:

Bidding options that can be utilized in the Kinder Bravely

Optimizing for Clicks: Getting more interested clicks and visits to the website for future remarketing purposes.

Daily Unique Reach: To build awareness with daily frequency cap

Optimized for Engagement: Getting more responses such as comments, likes and shares from the targeted audiences for more Brand Exposure.

 
 
 

Optimization and Viewing
Performance

• Utilizing Facebook targeting

Creating new campaigns that utilize Facebook targeting such as:
1. Lookalikes+ Parenting Interests
2. Lookalikes+ Pages related to babies & parenting interests
3. Lookalikes+ Parent or Married demographics.
4. Targeting Friends of Fans of the Facebook Page
Friends of Fans usually have similar social circles & interests


Age Segmentations

Segment the targeting of the campaign & ad sets by age and allocate the budget and scale accordingly based on performance.

Separate the performing campaigns by age for better allocation of budget to the performing ones for better results with lower CPA higher ROI.

 
 
 

Age Segmentation Cont.

For example
Data Extracted from FT Bra Moms Choice Award - LL 7-9:30 - Checkout Campaign shows that

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The budget were mostly allocated to 25-34 despite of having higher Cost per Purchase. Audiences aged 35-44 should be allocated and scaled up with more budget based on the CPA performance and the likelihood of conversions.

 
 
 

Campaign Strategies

• Apart from running the usual campaigns eg. Conversion, DPA, CTW campaigns that gain conversions, from the discussions we had from our client - we find the importance of creating ‘Awareness’/ ‘Brand Awareness’

• One of the way of driving awareness is through engagement. We encouraged client to improve on their current blog site and fan page by creating more relevant posts and update regularly

• We have been using relevant blog articles and videos created by clients to run some dedicated awareness campaigns and CTW (click to website)

• These campaigns are receiving fairly good results as not only did we get clicks i.e people who are interested in the topic/ads but also some purchases

 
 
 

Campaign Strategies Funnels
(Cold - Warm - Hot)

To create ‘awareness’ campaigns targeted at cold audiences or new lists
‘Warm up’ the cold audiences by showing them related reading materials/products
Introduce and expose them to ‘Kindred Bravely’ brand/products
Collect new clicks/traffic to website/landing pages (specific)
Combine the awareness (non-remarketing aka cold audiences) and remarketing campaigns strategy
Remarketing campaigns : show them different/a more direct ads - product with exclusive promo/special offer

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Results (Awareness Campaigns)

Here’s some screenshots of the results (initial phase) of awareness campaigns when we just started running:

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• The results of the awareness campaigns during the first 14 days of activation

• The campaigns had a total purchases of 36 at CPA $26.51

 
 
 

Awareness campaigns
performance

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• The results of the awareness campaigns during the first 14 days of activation

• The campaigns had a total clicks of 15,683 , high CTR at 7.04% and CPC at $0.06

 
 
 

Retargeting/Custom Audiences

From the awareness & PPE campaigns, we created retargeting campaigns for the visitors of the blogs & also videos.
We created custom audiences who viewed specific blog and also video audiences that watch 75% and 95% of the videos
The purpose of the campaigns is to retarget the blog/video
audiences who performed actions toward the ads/on website and believed to be highly interest in Kindred’s products
I.e. customers acquisition

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Overall Performance
(Weekly Top ads)


op Ad based on purchases & CPA

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• Campaign name: BH- CTW Retargeting FT Bra Moms Choice Award
• Ad set name: Add to Cart 1 Day
• Ad name: Carousel Ad - FT Bras Clicks: 4
• Click-Through-Rate (CTR): 0.99% Purchases: 8
• Cost Per Acquisition (CPA): $4.21

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• Campaign name: BH All Products DPA_Mobile
• Ad set name: All Product Viewed Audience 30 Days
• Ad name: Bras - Product catalog sales
• Clicks: 70
• Click-Through-Rate (CTR): 1.28%
• Purchases:8
• Cost Per Acquisition (CPA): $4.41

 
 
 
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• Campaign name: BH- CTW Retargeting FT Bra Moms Choice Award
• Campaign name:BH Seamless Bra & Tanks Carousel_Mobile
• Ad set name:Purchase Lookalikes+BreastFeedingV2 20-38
• Ad name: Seamless Bra & Tanks
• Clicks: 78
• Click-Through-Rate (CTR): 1.61%
• Purchases: 5
• Cost Per Acquisition (CPA): $6.95

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• Campaign name: BH - Reach - Past Purchasers
• Ad set name: 4 Day Cap
• Ad name: Wish You Would Have Known
• Clicks: 41
• Click-Through-Rate (CTR): 1.85%
• Purchases: 4
• Cost Per Acquisition (CPA): $8.79

 
 
 
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• Campaign name: BH- CTW Retargeting FT Bra Moms Choice Award
• Ad set name: Add to Cart 1 Day
• Ad name: Carousel Ad - FT Bras
• Clicks: 8
• Click-Through-Rate (CTR): 1.61%
• Purchases: 9
• Cost Per Acquisition (CPA): $3.01

 
 
 
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• Campaign name: BH- CTW • Non-Retargeting V.2 (All Products Carousel Ads)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_12.01.16-12.18.16
• Ad name:Ad Carousel - All Products
• Clicks: 188
• Click-Through-Rate (CTR): 12.29%
• Purchases: 5
• Cost Per Acquisition (CPA): $7.00

 
 
 
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• Campaign name: BH PPE Awareness_Feel the Difference_Desktop
• Ad set name: Lookalike (US, 1%) - ManagebyStats_All_Customers_Master_List_February_2017
• Ad name: feel the difference in our nursing and maternity clothing
• Clicks: 31
• Purchases: 4
• Cost Per Acquisition (CPA): $8.75

 
 
 
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• Campaign name: BH- CTW Brand Awareness Non Remarketing (10 Tips)
• Ad set name: Lookalike (US, 1%) - • ManagebyStats_All_Customers_Master_List_February_2
• Ad name: 10 Tips
• Clicks: 450
• Purchases: 4
• Cost Per Acquisition (CPA): $3.61

 
 

Overall Performance
(Monthly Top ads)

Top Ad based on purchases & CPA

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• Campaign name: BH All Products DPA_Mobile
• Ad set name: abandoned cart 14 days BRA
• Ad name: Bras - Product catalog sales
• Clicks: 102
• Click-Through-Rate (CTR): 0.88%
• Conversion Rate: 36.27%
• Purchases: 37
• Cost Per Acquisition (CPA): $6.49

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• Campaign name: BH Seamless Bra & Tanks Carousel_Mobile
• Ad set name: Purchase Lookalikes+BreastFeedingV2 20-38
• Ad name: Bras - Seamless Bra & Tanks
• Clicks: 1,161
• Click-Through-Rate (CTR): 1.65%
• Purchases: 26
• Cost Per Acquisition (CPA): $14.46

 
 
 
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• Campaign name: BH All Products DPA_Mobile
• Ad set name: Bras Audience to Nightgowns_cross-sell
• Ad name: Bras - Nightgowns- Product catalog sales4
• Clicks: 322
• Click-Through-Rate (CTR): 1.61%
• Purchases: 26
• Cost Per Acquisition (CPA): $12.46

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• Campaign name: BH All Products DPA_Mobile
• Ad set name: 14 days BRA viewed audience
• Ad name: Bras - Product catalog sales
• Clicks: 321
• Click-Through-Rate (CTR): 2.30%
• Purchases: 25
• Cost Per Acquisition (CPA): $7.18

 
 
 
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• Campaign name: BH Product Carousels - Website Conversion_Mobile
• Ad set name: Purchase Lookalikes - Pregnancy Magazines
• Ad name: Angelina Nightgown, Marvella Bra, Davy Pajamas Carousel
• Clicks: 1,373
• Click-Through-Rate (CTR): 0

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• Campaign name: BH All Products DPA_Mobile
• Ad set name: All Products Audience to Pajamas_cross-sell
• Ad name: Pajamas- Product catalog sales
• Clicks: 7,637
• Click-Through-Rate (CTR): 5.96%
• Purchases: 16
• Cost Per Acquisition (CPA): $10.04

 
 
 
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• Campaign name: BH- CTW Brand Awareness Non Remarketing (Video - Seamless Bra)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_12.01.16-12.18.16 - 18 - 65 years old
• Ad name: Bras - Seamless Bra
• Clicks: 102
• Click-Through-Rate (CTR): 0.88%
• Conversion Rate: 36.27%
• Purchases: 20
• Cost Per Acquisition (CPA): $6.76

 
 
 
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• Campaign name: BH- CTW Brand Awareness Non Remarketing (10 Tips)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_11.01.16-11.30.16
• Ad name: 10 Tips
• Clicks: 7,637
• Click-Through-Rate (CTR): 5.96%
• Purchases: 19
• Cost Per Acquisition (CPA): $14.30

 
 
 
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• Campaign name: BH- CTW Non-Retargeting V.2 (All Products Carousel Ads)
• Ad set name: Lookalike (US, 1%) - Amazon_Customers_12.01.16-12.18.16
• Ad name: Ad Carousel - All Products
• Clicks: 1,168
• Click-Through-Rate (CTR): 2.08%
• Purchases: 11
• Cost Per Acquisition (CPA): $11.39

 
 
 
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• Campaign name: BH- CTW Retargeting FT Bra Moms Choice Award
• Ad set name: Add to Cart 1 Day
• Ad name: Carousel Ad - FT Bras
• Clicks: 23
• Click-Through-Rate (CTR): 1.71%
• Purchases: 15
• Conversion Rate: 65.21%
• Cost Per Acquisition (CPA): $7.89

 
 

From the Blog

 
 
 
 

C o n t a c t    u s

 
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