Implementing Full-Funnel Paid Social activity
We are working with JML throughout 2024 to grow their online conversions and maximise their product awareness across social channels. To support this, we captured 20 products in a 2 day multi-unit shoot and brought a fresh approach to their social media strategy.
the challenge
Having long relied on more traditional advertising platforms to sell their products, JML lacked a strong social presence to raise awareness of and sell new and existing products. We were therefore set the challenge of providing a 360° social and content strategy that incorporated an editorial and content plan as well as Community Management, Influencers and Paid Social.
THE INSIGHT
The social commerce industry is expected to grow three times as fast as traditional e-commerce by 2025.
JML’s brand was well known, yet its content lacked engagement. Therefore, we wanted to create content that not only adhered to social channels best practices, but also felt relatable to our audiences.
We also wanted to ensure that the content captured allowed us the flexibility to create new edits and craft reactive posts in response to emerging social trends.
STRATEGIC SOLUTION
By running an initial Conversion campaign on Meta, we were able to use our results to emphasise the value that Paid Social offers JML in driving sales and revenue for the business.
Learnings from this initial campaign allowed us to further build our strategy, creating a full-funnel Paid Social plan as well as a content approach that prioritises flexibility to react to trending topics.
Building on this, we used listening platforms such as Meltwater and GWI alongside channel products like TikTok Creative Centre and Google Trends to tap into user behaviours and provide both topical and engaging ad content.
Following the delivery of our strategy, we are now implementing a full funnel, multi-channel campaign activation, that both builds Brand Awareness and drives Sales. This approach involved building audience personas based on social behaviours and targeting them with specific content pillars to drive brand awareness and familiarity. We have then retargeted the most engaged audiences, to increase web actions, most notably conversions.
production solution
Drawing inspiration from accomplished content creators on TikTok and Instagram, we meticulously planned and executed a dynamic 2-day shoot showcasing 20 diverse JML products. We shot with both an agnostic and trend-led approach to creating a solid bank of content to support our activities throughout 2024.
The new look and feel we developed has brought a fresh, approachable look to our organic and dark content as well as bringing more overall cohesion to the styling.
Through snappy editing and punchy visuals we were able to create quicker and more attention-grabbing videos, all while ensuring optimal compatibility with vertical formats.
To streamline our shoot, we decided to use a combination of existing product photography, set recce photos, and Adobe Firefly to generate photorealistic AI compositions, offering a significant advantage on set for the multitude of shots and storyboards required. Additionally, meticulous planning enabled three camera units and directors to effectively collaborate within one house over two days, maximising the content produced.
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IMPACT
Our initial campaigns performed very well, driving a 40% decrease in JML’s cost Per Meta Website Purchase versus internal campaigns that ran in the 2 months prior to our activity.
Since implementing our full funnel Paid Social activity, we have delivered a further 50% reduction in JML’s cost Per Meta Website Purchase. This has been aided by our top funnel activity which is driving a CPM below £0.50 as we build our audience personas.
