Like affiliate marketing, paid social represented a new opportunity for Christmas Tree World. To ensure, the channel would become profitable we analysed the previous year’s performance data to build out a core demographic that would help with targeting.
We recognised that Facebook campaigns represented an opportunity to drive awareness and interest; they were allocated approximately a quarter the budget and were built using the Waterfall structure (engagement campaigns followed by conversion campaigns).
Campaigns for September and October were targeted towards business owners. Campaigns for November onwards were targeted towards our core demographic of mums with Apple devices. Engagement campaigns launched first and promoted content sourced by our SEO team. Conversion campaigns followed and retargeted people who had engaged with content. The results for the client were phenomenal.