1. Goals
GA Agency has been A-COLD-WALL* digital marketing partner since early 2020.
The goals of the project were to:
- increase brand awareness
- drive website traffic
- increase sign up to database
- increase sales
2. Our Approach
The campaign in the focus of this paid advertisement/ media buy case study is the promotion of A-COLD-WALL* x Converse Chuck Taylor All Star Lugged new product line.
Ahead of the launch of its limited–edition shoe line made in collaboration with the iconic brand Converse, ACW* reached out to GA Agency to help in the strategic promotion planning.
In order to help A-COLD-WALL* In reaching its goals, our media buy team decided to focus on the promotion of the new collection through four key digital advertising channels: Facebook, Instagram, Google and Twitter.
Given the exclusivity in supply and limited time availability to purchase, the media buy team at GA Agency elaborated a one-week plan for the campaign, divided into pre-launch, anticipation and launch phases.
To make the campaign more effective, the targeting was divided into prospecting and remarketing of those who had previously visited ACW*’s website or interacted with their business pages. Location targeting was set to the key cities in the U.K., United States and France.
The campaigns ran successfully on all platforms and helped drive traffic and conversions to the website, resulting in a record high one day sales and a complete sell-out within 3 days of the product drop.
3. Results
The results for the one-week media buy campaigns were the following:
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1,227,447 impressions generated from paid media campaigns
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40,745 clicks generated from paid media campaigns
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93,000 pageviews generated from paid media campaigns
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+61.4% increase in conversion rate
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Sold out 95% within 24 hours of launch, complete sell out within 72 hours
- Record high sales
