Scale an Ecommerce from 0 to more than 5.000€ Monthly Revenue.

As it happens with everything in life, when you start from scratch a project in which everything is still to be done is where you end up learning the most. In this case it is a start-up with a very specific and innovative market niche with a good offline distribution network, that is to say, with a product that works at market level (in the Autonomous Community).

K

total number of team members:

Three

K

Main role I played on the team:

Paid Media Strategist

K

Project Duration:

Six Months

The Problem

They had been growing and strengthening their offline distribution channel for several years, at the provincial level, in retail stores such as bookshops and specialised shops, however, they had an ecommerce with stock and payment gateway with almost no transactions.

The Solution

The solution involved creating several mass campaigns prioritising the impacts in the metropolitan area at the moment a person wanted to take a taxi. To do this, several highly emotional creatives were created around 3 specific claims, the telephone number and the feeling of rootedness. Once the visual and emotive part was achieved, the extra services that users would value and the company’s unique selling proposition were communicated in a secondary way.

The Process

Insights and Strategic Considerations

GA4, Facebook Business Manager and shop accounts were created on Facebook and Instagram.
The catalogues were synchronised, the ecommerce data layer was structured for GA4 and both Facebook and Google Analytics events were centralised and configured with Google Tag Manager. Alternatively, Clarity was also installed to check if there was anything that didn’t add up in terms of metrics.
At the beginning, as there were some problems with the payment gateway, we mainly used campaigns with AddtoCart targeting, which ensured a much faster learning curve for the campaigns. The campaigns were also planned with a very limited geographical segmentation for testing and in which we could invest more budget per day so that the bids would be cheaper, however, we realised that as it was such a niche product, it was more advisable to target the whole territory. A few things we learned along the way:
  • As it is a niche market with a certain seasonal variability of demand, it was planned as a winter and a summer period, with two different communications and creativities.
  • Throughout the process we realised that the image of a person holding the fabric map corresponding to the locality worked much better in the catalogue.
  • Focusing on IG in the first few campaigns led to an unexpected increase in followers.
The initial approach was to test all possible types of content and segmentations to understand what worked best in order to generate a knowledge base and data to continue generating content.
After burning an advance+ campaign with more than 6 videos and L&L at 1%, and seeing what worked organically, the following conclusions were drawn:
  • Seasonal thematic content.
  • Storytellings with someone who resembles our audience, who is «good» at the activity that uses the map, with a charismatic, authentic and natural way of expressing themselves, etc.
  • 100% mobile-optimised video content.
As the new content was taking a long time to come out, it was decided to do an in-depth analysis and recycle all the content that had worked best so far and create the following full funnel structure:
  • Top of the Funnel with 70% of the budget
  • Two advance+ campaigns with sales targeting and very broad segmentation, together with the support of a third one with interest-based segmentation.
  • Mid of the Funnel with 20% of budget
  • One advance+ campaign with sales targeting and L&L targeting at 3% of the customer list (it is a prospecting campaign because there was also some overlap between audiences, but it would really be a campaign in TOFU)
  • Bottom of the Funnel and 10% of the budget
  • Advance+ campaign with sales targeting, using for them custom audiences from the last 90 days of web traffic, people who watched the video more than 75% of the duration, and people who interacted with an asset on IG and FB.
The key here was to use the same type of curated content, but of all types and formats: carrousels, posts, videos, catalogue, and then to deactivate at each stage the content that didn’t work well.

Next Steps

  • Hire an agency to create User Generated Content.
  • Start testing content with Tik-Tok and structure campaigns on this platform.
  • Use Google Ads Pmax and Shopping to acquire new users.
  • Create a short landing page with a squizz funnel for a special event.
  • Implement an Emailmarketing and SMS strategy with Klavyo to increase the current monthly turnover by up to 30%.

The Results

The results came to reflect a good strategy to make the transition from offline to online.

%

ROAS

New Followers

Cost per Purchase

%

Click Through Rate

More Work
Get In Touch

Ready to Chat?

+34 629 272 050

    6 + 4 =