Case study
Using social to attract new customers for women’s fashion brand, Damart
The brief
Damart, the fashion retailer aimed at the 50+ market, challenged us to develop a strategic e-commerce campaign using social to add a new dimension to recruiting new customers, which historically had been focused on print and search.
We were tasked with acquiring new customers (and generating sales in the process) at a cost which would compete with pay per click (PPC).
The strategy
We developed a strategy to promote Damart to those who had never shopped with the retailer in their target bracket of women over the age of 50. The Facebook Network was chosen as the primary platform as this is the most popular channel for the over-50s.
We advertised to two audience groups: an interest-based audience and lookalikes of previous purchasers, while testing advertising creative and messaging for ongoing refinement of the advertising.
Advertising featured Damart’s best-selling garments which are popular across channels for recruiting new shoppers, alongside campaigns executed during key trading and recruitment periods such as Black Friday and Christmas.
The results
The test activity and refinement process delivered highly successful and inexpensive results, driving both new customer acquisition and sales which led to further investment in the channel.
The social strategy implemented by MCG delivered sales and new customers on par with the PPC cost per conversion, with further campaigns delivering new customers at a lower cost per new customer acquisition than PPC
Conversion value was more than 11 times the advertising spend
-
11xConversion value was more than 11 times the advertising spend