42% YoY growth in online sales
Thanks to a multi-channel, multi-market strategy and offline conversion tracking.
Laurence Gaudreau-Pépin, Founder & Owner of SOJA&CO.From the very beginning of our partnership, we were impressed by their strategic and personalized approach. They took the time to deeply understand our business objectives and environmental mission, which allowed them to create advertising campaigns tailored to our exact needs. Their sense of innovation and their understanding of the digital landscape enabled us to stand out and effectively reach our target audience.
Objectives.
Increase online and in-store sales in Canada.
Challenges
- Overcoming user reluctance to purchase online without having previously smelled the product.
- Difficulty in recreating the ambiance of a candle online.
Our Strategies.
How did we reach the goal?
Targeted Reach campaigns with offline tracking
SOJA&CO faced a significant obstacle in convincing customers to buy candles online without experiencing the fragrances in person at a physical store. To tackle this challenge head-on, we implemented an effective solution: offline conversion tracking. This innovative approach enabled us to gauge the effectiveness of our online advertising campaigns by measuring the resulting sales in brick-and-mortar locations.
We launched drive-to-store campaigns within a radius around the physical store to increase foot traffic. By combining our online and offline strategies seamlessly, we achieved remarkable results. Our comprehensive approach led to an impressive 205% YOY surge in POS sales.
Results:
- Offline conversion tracking increased overall ROAS by 1$ (Website ROAS = 5.77$, Global Website + Offline ROAS = 6.70$)
Levereging Lookalike audience of in-store customers
We created Lookalike audiences based on the physical stores customer data to successfully reach our target market online. This approach allowed us to target new customers who share notable similarities with our in-store buyers.
Lookalike targeting involves identifying and selecting a group of users who share similar characteristics to a reference group, in this case, our in-store buyers. Through this technique, the advertising platform can find users who have similar demographics, interests, engagement habits, or purchasing behaviors. As a result, a target audience is formed, including users who may not have been directly identified before but are likely to be interested in our products.
This approach has led to better conversion rates and a higher return on ad spend.
Result:
- Lookalike ROAS 1%: 6.70$
Creating an immersive experience through Instant Experience
We successfully tackled the challenge of recreating the ambiance and sensory experience of a candle online. Our approach involved utilizing Instant Experience placements with immersive storytelling, allowing us to showcase a captivating new Fall Collection. By immersing users in a virtual environment, they were able to envision themselves in a real-life setting, which significantly increased their engagement and interest in the new candle collection.
To effectively evoke emotions and create a truly immersive experience, we employed evocative phrases such as "indulging in warm matcha from the local café" and "witnessing the reddened leaves gracefully dancing in the wind." These carefully chosen words aimed to transport users into a specific moment, igniting their senses and capturing their imagination. Complementing the narrative, our visuals were thoughtfully crafted to align with the desired atmosphere, incorporating warm colors that further enhanced the overall ambiance.
By presenting the candles as a pivotal element of the fall experience, we successfully leveraged Instant Experience to inspire users to explore the new collection and recreate the enchanting ambiance in their own homes. The result was a seamless integration of storytelling, creatives, and user interaction, leading to heightened engagement and a genuine connection between the users and the candle collection.
Results:
- ROAS = 14.18$
The Results.
2022 vs 2021
for 2022
2022 vs 2021 (with 2 stores opening)
