0
increase in ROI
0
decrease in Cost per Sale
0
increase in Revenue (P-o-P)
0
increase in budget
Challenge
Reach and exceed a 2020 revenue target at 110% higher than the previous year (2019); with a 55% reduction in budget (the subsequent impact of COVID-19).
With consistent performance within the first quarter, the resulting impact of the severity of Lockdown regulations applied within South Africa had a direct impact on all non-essential eCommerce clients. Upon the gradual easing of restrictions, and reactivation of campaigns, the business needed to pivot swiftly, in order to bridge the revenue gap by 21% and with a 55% reduction in budget Y-O-Y
Solution
Whilst consumer behaviour drastically changed, given the vast adoption of eCommerce amongst all consumer segments; as well as the increased need for ‘Skincare’ as an essential to consumers; we leveraged the increase in consumer intent (and increased online consumption) and comfortability with eCommerce by amplifying Facebook, Google Search and Shopping Ads which enabled in-market segment activation and out-performing all pre-COVID targets.
Results
Having identified the most successful and efficient way to generate sales being through ‘sales and promotions’, and now having been incorporated into all future campaigns; we achieved:
- 377% Increase in ROI
- 178% decrease in Cost per Sale
- 190% Increase in Revenue (P-o-P)
About the campaign
With consistent performance within the first quarter, the resulting impact of the severity of Lockdown regulations applied within South Africa had a direct impact on all non-essential eCommerce clients. In order to bridge the revenue gap created be the drop in in-store sales the business needed to pivot swiftly, increasing the original monthly revenue target by 21% and with a 55% reduction in budget Y-O-Y
Leveraging relevant consumer behaviour trends in rapid eCommerce adoption as well as increased online consumption, the strategy was dynamically adjusted, ensuring that targets were exceeded across the board.
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