Horace's new digital era with mint. at the helm
A successful takeover of advertising accounts
Alexandra & Marie-Josée, Co-FoundersWhat charmed us about mint was their creative side and the fact that we felt they cared about our success. We're not just another account in their portfolio. Working with them is always enjoyable and constructive. We feel understood and supported.
Objectives.
- Increase online sales
- Make advertisements profitable
Challenges
Our Strategies.
How did we reach the goal?
Back to basics: a simplified strategy
In addition to temporarily removing some underperforming platforms like Pinterest Ads, we proceeded with a rationalization of existing structures. For example, in the previous Google Ads strategy, which was highly segmented, there were two distinct Shopping campaigns: "Shopping All" and "Shopping Best Seller." After extensive A/B testing, we decided to focus our resources solely on the "Shopping Best Seller" campaign due to its superior performance. This consolidation allowed us to improve profitability while reducing our advertising investment. Given the intense competition in the online jewelry industry and the presence of major players, we also temporarily set aside our Search campaigns to focus our efforts on more profitable short-term strategies.
Result:
- +17.31% conversion rate
- $1.16 ROAS 24.89% increase in average order value
ABO & CBO: Sales Stability with Increased Efficiency
We implemented Ad Set Budget Optimization (ABO) campaigns to assess the interest of each ad set. Following the analysis of A/B test results, the most performing interests were grouped into a single ad set within a Campaign Budget Optimization (CBO) campaign. This approach optimized the allocation of advertising funds towards the most performing areas, contributing to budget reduction while ensuring sales stability, all supported by continuous A/B testing.
Results:
CBO Campaign vs. ABO Campaign
From April to December 2023
- Cost per Add to Cart (ATC): $2,82 vs. $4,41
- Cost per Purchase (CPA): $60,23 vs. $89,49
- Cost per Click (CPC): $0,68 vs. $1,06
Setting apart with creativity in a saturated industry
In this tactic, the focus was on ideation and creation of original, colorful, and impactful visual concepts. The aim was to differentiate from the industry's conventional and monochromatic designs. By leveraging unique concepts, this approach aims to counter market saturation and effectively capture the attention of the target audience.
The Results.
from April 1st to February 29th, 2023
from April 1st to February 29th, 2023
from April 1st to February 29th, 2023
