Case Study
How a consumer goods company built awareness, beat social media benchmarks and maximized marketing spend with “test and learn” strategies.
The Challenge
When a consumer goods company was challenged to reach new, non-technical consumer audiences, it engaged KWP Consulting for guidance. The company’s goal was to successfully enter new markets and reach new target audiences through a large-scale digital marketing campaign.
Our Approach
Our three-part approach included campaigns to build awareness, provide education and encourage target audience members to take action.
KWP began by holding regular “test and learn” review sessions to assess the impact of different concepts and gather useful, actionable insights. We used this step to zero in on our target audiences, see how they reacted and to what types of creative and messaging. After an initial eight-week test, we set campaign goals, choose our best performing strategies and scaled up the campaign.
Through “test and learn”, to optimize our campaign returns, we measured and analyzed our social media returns at every stage. Weekly we identified the best performing marketing creative, eliminating poor performing creative, adjusted the marketing mix, and developed and ran new creative based on results.
The company soon was beating industry benchmarks across channels—Google, YouTube, Facebook and Instagram—on important key metrics.
Awareness Campaign
The campaign "How do I use it?" gave new, non-technical consumers the confidence to try the product. Ads directed them to Education 101 pages and customer testimonial landing pages reinforced how the product worked.
42,664,954
IMPRESSIONS
2,035,209
PEOPLE REACHED
125,352
CLICKS
5,134,982
VIDEO VIEWS
Education Campaign
The campaign "How do I use it?" gave new, non-technical consumers the confidence to try the product. Ads directed them to Education 101 pages and customer testimonial landing pages reinforced how the product worked.
46,151,841
IMPRESSIONS
3,315,698
PEOPLE REACHED
1,835,414
CLICKS
3,325,579
ENGAGEMENT
8,508
CONVERSATION
Conversion Campaign
The call to action/conversion campaign "Sign up to try it; win it; or tell me where to buy it” also generated positive results.
5,956,789
IMPRESSIONS
44,218
CLICKS
56,698
TOTAL CONVERSIONS
The Outcome
The company now has a data-rich, systematic way to gather information and understand each of the new consumer audiences it wants to reach. The company CEO said, “One of the best things we did in 2020 was decide to work with KWP.”
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