Using SMART objectives to capitalise on real-world marketing opportunities

Our strength is turning real-world opportunities into clear and concise plans of action and as our clients digital arm, it becomes our responsibility to ensure we can identify and capitalise on these opportunities. In early April, a month out from launching the Bear Grylls eCommerce store, an opportunity presented itself that we felt could truly benefit our client. 

What did RetroFuzz find?

We learnt that there would be a lot of upcoming high profile Bear Grylls related activity, namely the “You vs Wild” Global Netflix Premiere and the National Geographic “Hostile Planet” USA season premiere in April. Promotional activity featuring Bear Grylls was also planned with Spotify. In the space of a few weeks, a globally recognised personality and brand in Bear Grylls, a globally recognised television brand in National Geographic and two globally recognised technology brands in Netflix and Spotify would all be pushing the Bear Grylls brand and message out into the minds of our audience.

However the Bear Grylls eCommerce store launch was planned for May so it was not possible to capitalise on the Above The Line activity to drive traffic directly towards the new eCommerce offering. One of the key objectives that the team from Bear Grylls Ventures had earlier outlined to us was the desire to double the Bear Grylls mailing list by the end of 2019. With the ATL activity scheduled for April, we believed we could use a targeted digital paid advertising campaign to surpass our annual subscriber target in two weeks. 

What did RetroFuzz do?

Working with our friends at LeafGrow (https://www.leafgrow.io/) a giveaway contest campaign was conceptualised to drive quality email sign-ups, primarily in key territories across North America, Europe and Oceania, ahead of the new Bear Grylls eCommerce store launch. We also added the incentive of an exclusive % discount to be used within the first 30 days of the eCommerce store going live. The campaign ran from the 12th - 28th of April meaning that we could launch the eCommerce store in May with a larger subscriber database in place. The target cost per lead (email sign-up) was set at £0.15. 

The campaign tested a large range of images, placements, age groups, platforms and locations alongside both new and existing audiences to establish an average cost per result for both audience groups. Audiences and ad variants were auto-generated, tested and optimised by the Leaf Grow platform alongside SMART objectives set by RetroFuzz to ensure a maximum return on our clients ad spend.

Specific objective: A key objective for our client was to double their mailing list before the launch of the eCommerce store.

Measurable objective: By using Facebook analytical tools, measuring our objective was simple.

Achievable objective: Our current skillset combined with working with outsourced experts in digital advertising experts made us confident that our objective was achievable.

Relevant objective: Running this campaign was aligned with the broader business goals for our client and helped better prepare us for the launch for the eCommerce store.

Time Bound objective: We set a target date that was in line with the ATL marketing campaigns that were running at that time that we wanted to capitalise upon. It made sense to limit the campaign to run during the same time frame.

What was the outcome?

RetroFuzz achieved the SMART objective and doubled the subscriber database within a two week period. Campaign performance was excellent, achieving a low cost per result - 0.04p less that our target - impressive considering the short time frame. The campaign also achieved wide reach, awareness and exposure for Bear and his new shows with great engagement on the ads and the Facebook page as a result of the campaign.

Having this larger subscriber database in place not only gave us the opportunity to communicate more and sell more upon launch but by running the campaign, we obtained “Proof of Demand” in the market for BG's eCommerce offering, as well as excellent insight about the most effective way to reach the Bear Grylls audiences through paid digital advertising.

This was a great opportunity and environment for RetroFuzz to use a small amount of advertising budget to hit a key objective, gather data and begin to test the market before the actual product launch. 

Bear Grylls Facebook Competition Post

CAMPAIGN RESULTS

Average Cost per Lead - £0.11

Cost-Per-Link-Click - £0.07

People Reached - 957,671

Impressions - 1,441,946

Engagement (Likes, Comments, Shares) - 19,818

Best Performing Image & Ad

The best performing image:

  • generated a CPR of £0.11
  • performed best across the Facebook platform against males aged between 18 - 34.
  • performed best against existing audiences with the UK, US and Australia being the best performing territories. 


What did RetroFuzz find?

We learnt that there would be a lot of upcoming high profile Bear Grylls related activity, namely the “You vs Wild” Global Netflix Premiere and the National Geographic “Hostile Planet” USA season premiere in April. Promotional activity featuring Bear Grylls was also planned with Spotify. In the space of a few weeks, a globally recognised personality and brand in Bear Grylls, a globally recognised television brand in National Geographic and two globally recognised technology brands in Netflix and Spotify would all be pushing the Bear Grylls brand and message out into the minds of our audience.

However the Bear Grylls eCommerce store launch was planned for May so it was not possible to capitalise on the Above The Line activity to drive traffic directly towards the new eCommerce offering. One of the key objectives that the team from Bear Grylls Ventures had earlier outlined to us was the desire to double the Bear Grylls mailing list by the end of 2019. With the ATL activity scheduled for April, we believed we could use a targeted digital paid advertising campaign to surpass our annual subscriber target in two weeks. 

What did RetroFuzz do?

Working with our friends at LeafGrow (https://www.leafgrow.io/) a giveaway contest campaign was conceptualised to drive quality email sign-ups, primarily in key territories across North America, Europe and Oceania, ahead of the new Bear Grylls eCommerce store launch. We also added the incentive of an exclusive % discount to be used within the first 30 days of the eCommerce store going live. The campaign ran from the 12th - 28th of April meaning that we could launch the eCommerce store in May with a larger subscriber database in place. The target cost per lead (email sign-up) was set at £0.15. 

The campaign tested a large range of images, placements, age groups, platforms and locations alongside both new and existing audiences to establish an average cost per result for both audience groups. Audiences and ad variants were auto-generated, tested and optimised by the Leaf Grow platform alongside SMART objectives set by RetroFuzz to ensure a maximum return on our clients ad spend.

Specific objective: A key objective for our client was to double their mailing list before the launch of the eCommerce store.

Measurable objective: By using Facebook analytical tools, measuring our objective was simple.

Achievable objective: Our current skillset combined with working with outsourced experts in digital advertising experts made us confident that our objective was achievable.

Relevant objective: Running this campaign was aligned with the broader business goals for our client and helped better prepare us for the launch for the eCommerce store.

Time Bound objective: We set a target date that was in line with the ATL marketing campaigns that were running at that time that we wanted to capitalise upon. It made sense to limit the campaign to run during the same time frame.

What was the outcome?

RetroFuzz achieved the SMART objective and doubled the subscriber database within a two week period. Campaign performance was excellent, achieving a low cost per result - 0.04p less that our target - impressive considering the short time frame. The campaign also achieved wide reach, awareness and exposure for Bear and his new shows with great engagement on the ads and the Facebook page as a result of the campaign.

Having this larger subscriber database in place not only gave us the opportunity to communicate more and sell more upon launch but by running the campaign, we obtained “Proof of Demand” in the market for BG's eCommerce offering, as well as excellent insight about the most effective way to reach the Bear Grylls audiences through paid digital advertising.

This was a great opportunity and environment for RetroFuzz to use a small amount of advertising budget to hit a key objective, gather data and begin to test the market before the actual product launch. 

Bear Grylls Facebook Competition Post

CAMPAIGN RESULTS

Average Cost per Lead - £0.11

Cost-Per-Link-Click - £0.07

People Reached - 957,671

Impressions - 1,441,946

Engagement (Likes, Comments, Shares) - 19,818

Best Performing Image & Ad

The best performing image:

  • generated a CPR of £0.11
  • performed best across the Facebook platform against males aged between 18 - 34.
  • performed best against existing audiences with the UK, US and Australia being the best performing territories. 


What did RetroFuzz find?

We learnt that there would be a lot of upcoming high profile Bear Grylls related activity, namely the “You vs Wild” Global Netflix Premiere and the National Geographic “Hostile Planet” USA season premiere in April. Promotional activity featuring Bear Grylls was also planned with Spotify. In the space of a few weeks, a globally recognised personality and brand in Bear Grylls, a globally recognised television brand in National Geographic and two globally recognised technology brands in Netflix and Spotify would all be pushing the Bear Grylls brand and message out into the minds of our audience.

However the Bear Grylls eCommerce store launch was planned for May so it was not possible to capitalise on the Above The Line activity to drive traffic directly towards the new eCommerce offering. One of the key objectives that the team from Bear Grylls Ventures had earlier outlined to us was the desire to double the Bear Grylls mailing list by the end of 2019. With the ATL activity scheduled for April, we believed we could use a targeted digital paid advertising campaign to surpass our annual subscriber target in two weeks. 

What did RetroFuzz do?

Working with our friends at LeafGrow (https://www.leafgrow.io/) a giveaway contest campaign was conceptualised to drive quality email sign-ups, primarily in key territories across North America, Europe and Oceania, ahead of the new Bear Grylls eCommerce store launch. We also added the incentive of an exclusive % discount to be used within the first 30 days of the eCommerce store going live. The campaign ran from the 12th - 28th of April meaning that we could launch the eCommerce store in May with a larger subscriber database in place. The target cost per lead (email sign-up) was set at £0.15. 

The campaign tested a large range of images, placements, age groups, platforms and locations alongside both new and existing audiences to establish an average cost per result for both audience groups. Audiences and ad variants were auto-generated, tested and optimised by the Leaf Grow platform alongside SMART objectives set by RetroFuzz to ensure a maximum return on our clients ad spend.

Specific objective: A key objective for our client was to double their mailing list before the launch of the eCommerce store.

Measurable objective: By using Facebook analytical tools, measuring our objective was simple.

Achievable objective: Our current skillset combined with working with outsourced experts in digital advertising experts made us confident that our objective was achievable.

Relevant objective: Running this campaign was aligned with the broader business goals for our client and helped better prepare us for the launch for the eCommerce store.

Time Bound objective: We set a target date that was in line with the ATL marketing campaigns that were running at that time that we wanted to capitalise upon. It made sense to limit the campaign to run during the same time frame.

What was the outcome?

RetroFuzz achieved the SMART objective and doubled the subscriber database within a two week period. Campaign performance was excellent, achieving a low cost per result - 0.04p less that our target - impressive considering the short time frame. The campaign also achieved wide reach, awareness and exposure for Bear and his new shows with great engagement on the ads and the Facebook page as a result of the campaign.

Having this larger subscriber database in place not only gave us the opportunity to communicate more and sell more upon launch but by running the campaign, we obtained “Proof of Demand” in the market for BG's eCommerce offering, as well as excellent insight about the most effective way to reach the Bear Grylls audiences through paid digital advertising.

This was a great opportunity and environment for RetroFuzz to use a small amount of advertising budget to hit a key objective, gather data and begin to test the market before the actual product launch. 

Bear Grylls Facebook Competition Post

CAMPAIGN RESULTS

Average Cost per Lead - £0.11

Cost-Per-Link-Click - £0.07

People Reached - 957,671

Impressions - 1,441,946

Engagement (Likes, Comments, Shares) - 19,818

Best Performing Image & Ad

The best performing image:

  • generated a CPR of £0.11
  • performed best across the Facebook platform against males aged between 18 - 34.
  • performed best against existing audiences with the UK, US and Australia being the best performing territories. 


Wrangler eCommerce DesignWrangler eCommerce DesignWrangler eCommerce DesignWrangler eCommerce Design

As part of our ongoing relationship with iconic denim brand Wrangler we introduced ‘Born Ready’, a new pan-European digital platform and brand product offering, through responsive eCommerce and contextual omnichannel messaging.

The Born Ready platform brings to life Wrangler’s personality and philosophy – a commitment to creating innovative denim products that prepare you for adventure.The new ‘Ready Range’ launches product innovations such as Rain Ready and Cold Ready jeans to give everyday adventurers the freedom to transition seamlessly from work and city life to the great outdoors in style.

With the brand aiming to be category leaders in performance denim our goal was to clearly present their commitment to denim innovation and display new product offerings through a best-in-class digital experience.

Given that this is the first brand campaign in several years, we realised digital gave us the chance to speak on a local level to consumers that hadn’t been spoken to for some time.

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