Delivering Paid Social Performance for JML

JML stocks thousands of products designed to make everyday life easier. However, many of these products are seasonal or available in limited quantities. As a result, we needed a content plan and supporting paid social strategy that could adapt to the business's evolving needs while effectively showcasing the brand’s priority products. Additionally, with only time and budget for one shoot, we had to maximise the amount of content captured during that production.

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 prioritised 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 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.