Adriatic were looking to promote their Boxing Day and Summer Sales, their biggest sales period of the year. The challenge was to achieve an increase in sales YoY in a cluttered and competitive marketplace where all major retailers were offering big discounts of 50% or more.
Therefore we needed to cut-through the noise and attract consumers that were ready to buy instore having researched online.
We approached the highly competitive sales period in three key stages (pre-sale lead up, Boxing Day Sale, Summer Sale).
During the pre-sale period we created awareness across social media and targeted active searchers through SEM.
Once the Boxing Day Sale started, we increased our share of voice in all locations close to Adriatic showrooms to attract qualified consumers. In addition, geo-location targeting was also introduced though social media to pick up engaged and active users that were in the research stage of looking to buy.
During the Summer Sale we optimised our campaign from the audience pool we had built and used remarketing as a cost-effective option to increase consumer traffic to stores.
The campaign was a big success, achieving our media objectives and driving ROI, with Adriatic enjoying a 10% increase in sales compared to the previous year.
Part of the reason for this success was because Adriatic maintained the top page ad space for 55% of the time over competing domains during a highly-competitive sales period. Plus, thanks to our optimisation strategy, the CPL (cost per lead) was extremely cost-efficient, dropping continuously throughout the campaign.
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