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 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