A look at some key results...
With a pure focus on sales and revenue, our team had one goal in mind. Profitability for our client. Take a look at what we were able to achieve for Cocktail Collective
57%
Increase in total sales reviewing year on year quarter one performance
$13
Increase in the average cart order value
$11
Revenue for every $1 spent on the top performing Facebook campaign
75%
Increase in total revenue generated from our paid campaigns
Client Overview
Cocktail Collective is a well established New Zealand company that was created to "make the world of cocktails easier." Offering a wide selection of unique and fun cocktail kits that everyone can make at home - no professional mixologist needed! Delivered straight to your door, a cocktail kit is perfect for every social occasion.
Featured across various different media outlets across New Zealand, and the premium cocktail option in the Air New Zealand Airpoints store, Cocktail Collective is without a doubt the leader in DIY cocktail kits across the country.
Campaign Implementation
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The premium nature of the brand was reflected in all ad creative
Strong product specific imagery used
Highlighting of unique subscription aspect of the products
Definitive call-to-action present in all creative
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Use of Facebook's look-a-like audiences based off customer data
Various remarketing audiences created to match funnel stage
Targeting of known key interests based on first party customer data
Constant addition of commercially intent keywords
What it looks like
Challenges
Challenge One
Historically, data told us that there was a seasonal effect when it came to sales for Cocktail Collective. A big challenge was going to be how we could maintain, and grow the overall Return On Ad Spend during the quieter months.
Challenge Two
There was a distinct need to create a paid performance strategy that reached all stages of the funnel. We needed to ensure that we were not only capturing the purchases at the bottom of the funnel, but were also actively working towards introducing new people to the brand.
Challenge Three
Putting our standard optimisation of the paid campaigns aside, our team were tasked with finding and trialing new revenue channels to ensure the Cocktail Collective business was growing as a whole.
Solutions
Solution One
With a strong reliance on Facebook advertising, we knew the representation of the Cocktail Collective ads in potential customers news feeds was very important. We created a strategy to allow for regular sandbox testing of ads which made the ad improvement process very simple based off significant sales data from winning ad variants.
Solution Two
A strategy was put in place to target different users across all stages of the funnel. Engaging social media pieces such as cocktail recipes were a key driving force in introducing the brand to new users. Other strategies included ads to increase the email subscriber lists and dedicated remarketing campaigns for both converters and non-converters.
Solution Three
Aside from our normal paid advertising campaigns, we needed to find additional revenue channels to ensure the business could always have room to expand. The introduction of a merchant centre to supply product feeds to enable both Google Shopping and Facebook Catalog ads opened up a new profitable sales channel.
Get In Touch
Let’s have a chat to see if we are the right fit to take your business to the next level.