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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. 

iProspect South Africa

iProspect, a dentsu company, is a global digital-first end to end media agency. Its unmatched mix of media strategy and storytelling with digital expertise and audience knowledge defines the new territory of performance-driven brand building. By delivering human-centric solutions, iProspect accelerates growth for the world’s most iconic brands including Sonos, Cox, LG, Hilton, Levi’s, Budweiser, Microsoft, and Procter & Gamble. The iProspect team works across a network of more than 8,000 media and performance specialists spread across 93 global markets.

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