Project Description

N.Peal

The Results We Achieved

  • Overall ROI from the Facebook campaigns was 358%
  • Average order value was 20% higher than AdWords over the same period
  • 44% of revenue generated came from the new customer campaign
  • Facebook likes for the N.Peal page increased by 26% over this period
  • Not only did the Facebook campaigns generate direct revenue, the dynamic display campaign was extremely effective in generating assisted revenue. Revenue generated on the same day as a customer viewing an ad was 423% higher than the direct revenue figure

The key problem:

N.Peal was entering a peak quarter in the run up to Christmas. Traditionally, the brand runs search ads on Google year-round but, to maximise revenue during this period, there was an opportunity to add paid social into their marketing mix.

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Who is the client?

N.Peal is a luxury cashmere knitwear and accessories specialist founded in London by Nat Peal in 1936. N.Peal has five stores in London, including a flagship store in the Burlington Arcade, and has recently opened a store in New York. N.Peal prides itself on using only the finest Mongolian cashmere to create elegant and modern styles.

Core objectives of the campaign

  • Maximise revenue during this key trading period
  • Introduce the brand to new customers

Our approach to the objective:

Strategic

  • Target website users who were highly engaged, but didn’t convert
  • Using current customer insights to target a highly relevant new audience

Tactics

  • Dynamic display remarketing campaign targeting basket abandoners from the last 14 days
  • Splitting the product catalogue into smaller subgroups to increase ad relevance
  • Image campaigns targeting ‘lookalike’ audience built from current customers
  • New customer campaigns split into male, female & generic targeting

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