Smartwatch Retailer - Case Study
How we helped a startup scale to a top Nordic IoT company in smart consumer electronics with a ROAS of 4+
We always find it exciting to work with a brand-new business and see it grow into something incredible with our help. With this client, we had this opportunity.
We started from scratch, setting up all campaigns and working on the social media strategy. One of the key components of this project's success is the tight and strong collaboration between Kyiv and Oslo offices that allowed us to expand to new countries in Europe: Sweden, Finland, Germany, the United Kingdom, and Spain.
About Smartwatch Retailer
When we started our work together, the client was a startup selling smartwatches for children. Since then, they grew into an established brand known for high quality and affordable prices that operates in many European markets. Their products are distributed through the Nordic region's largest electronics chain Elkjøp, as well as the most well-known online stores. The brand has co-located its customer center at Aker Brygge and serves customers throughout the Nordic region.
Goals
Expansion
The client's ambitions span beyond their home market of the UK. We helped them scale to new markets.
Brand Awareness
As a product for children, the client's smartwatches had to be made trendy.
Growth in Sales
As any other business, the client wanted more sales. We helped them with that.
Advertising channels
Please note
The nature of the works below is confidential. Therefore, sections that contain sensitive information have been blurred or replaced. In case you need any additional details about the actions we took while working with the client, please message us to discuss.
The Story
The Challenge
As a startup, the client was no stranger to difficulties common among businesses at this stage. Their brand was not well-known, their marketing pretty much non-existent, and sales were far from what they wanted.
It was a classic case of a new player on the market. Fortunately for them, they made the right call to contact us right from the start.
We had to build their marketing from scratch, from finding the ideal audience and educating them about the product to sealing the deal by converting them into customers.
Aside from that, we also helped them expand their business to new markets.
We are about to tell you how.
The Strategy
Right from the start, we knew we had to focus on brand awareness first. Children are a surprisingly demanding audience, and it was important to make sure they wanted the smartwatch their parents bought for them.
As for the parents themselves, we needed to convince them that the product they were buying was of high quality, reliable, and had all the security features they might want.
Aside from that, we had to adapt this strategy to new markets when we started to expand.
The Results
Social media and content marketing
One of the first things we did was focus on social media strategy. Frequent and well-written posts on the client's blog attracted a sizable audience that we later converted through remarketing campaigns. Even after obtaining a good core of loyal customers, we continued promoting blog posts to attract new prospects.
This resulted in an increase in traffic on the client's website and a significant improvement in brand awareness.
Facebook Ads
On Facebook, we conducted several different experiments:
- Broad ad set: This helped us test the waters and attract the attention of new customers.
- Remarketing ad set: We targeted people who have interacted with the client's brand during the last 30 days.
- Lookalike ad set: We created a lookalike audience based on the website visitors within the last 30 days.
- Prospective Customers ad set: As a part of the Catalog Sales campaign, we targeted prospective customers with a separate ad set.
- Remarketing ad set: Another ad set in our Catalog Sales campaign focused on retargeting. As an audience for it, we chose those who added products to their shopping cart but did not finish the purchase.
- Blog ad set: We ran a brand awareness ad set to promote the client's blog.
Promotions
By far, our greatest results were brought by promotion campaigns. Every year, we ran:
- A "Christmas" campaign;
- An "Easter" campaign;
- A "Back-to-school" campaign;
- A "Cyber Monday" campaign;
- A "Birthday" campaign;
- A "Black Friday" campaign;
- A "New Year's" campaign.
Here are some of the examples of creatives we used. The one detail we discovered to be important was the backgrounds - to our surprise, creatives with black or dark backgrounds performed the best.
Google Ads
On Google Ads, our experiments included the following:
- Brand Search Campaign: We closely monitored bidding on the client's brand-related keywords to maintain a high impression share.
- Non-brand search campaigns: After conducting keyword research and trying out different approaches with landing pages, we found that bringing users straight to the product pages worked best and focused our budget there.
- Regular Shopping campaign: We created a shopping campaign from the client's product feed with a priority-based structure, focusing on products with the highest margins.
- Search Campaign remarketing: We included remarketing audience in all search campaigns with an additional bid adjustment of 150%.
- Youtube Shopping campaign: After trying out different targeting options, we found the most effective one to be placement targeting on selected videos and fashion channels.
- RLSA campaign: We used bid adjustments of 300% while targeting general search terms. This allowed us to bring a lot of cheap traffic to the client's eCommerce website.
Here is what our revenue growth chart looked like:
The best results were obtained on Black Friday sales and reached 3,000,000 krones.
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