Turtledove London are a unisex, organic clothing brand that produces comfortable and stylish garments for children aged 0-5 yrs.
This Early May Bank Holiday, Turtledove London launched a “40 per cent off all clothing” sale, which it wanted to advertise on Facebook.
The campaign was to run for 5 days, from Friday 28 April to Tuesday 2 May 2017.
For WebBox Digital, the first port of call was to decide who to target with the adverts. The agency defined remarketing lists, targeting people who had previously viewed Turtledove London’s products on the website or had brought its products before. There is a theory that 80 per cent of sales come from just 20 per cent of the customer base, so WebBox concluded that remarketed audiences would be much more receptive to the adverts than first-time viewers.
The agency produced the following remarketing lists:
- People who had visited the Turtledove London website before
- People who had viewed any tops
- People who had viewed any leggings
- People who had viewed any dungarees
- People who had viewed any playsuits
- People who had purchased before
- People who had abandoned their cart
- Newsletter subscribers.
Combining these lists left WebBox Digital with a large, targeted, audience so it narrowed the lists down further to consist of mothers aged 24-40 who liked to shop online, with children aged 0 -5 years. This left a final list of 6,800 people.
WebBox Digital then had to design the adverts. The fact that the offer was 40 per cent off ALL clothes meant that the adverts needed to display highlights from all of Turtledove London’s product ranges, rather than focus on dungarees for example.
WebBox Digital decided to run two different adverts side by side, to see which type of content performed best. The following adverts were created:
A slideshow of 10 images which flipped through one after another. The images consisted of product only shots as well as images of clothes being modelled.
Facebook’s carousel format allows you to display up to 5 images which can link back to different URLs. This format was perfect for this campaign as it allowed WebBox Digital to highlight different product ranges and drive people straight to the product pages.
Installing the Facebook Tracking Pixel on Turtledove London’s website allowed WebBox Digital to track key metrics such as items added to baskets, the number of purchases and the average purchase value.
As a result of the targeted audience and engaging adverts the campaign was a huge success, generating 194 unique transactions at a return on ad spend (ROAS) of 4446.65 per cent.
What’s more, all of the KPIs that we were set were delivered and beaten.
Facebook’s unique advertising platform doesn’t work for everyone, but this case study shows how spending time narrowing down your target audiences and creating engaging adverts can really deliver excellent results.