During initial research and planning it was identified the most effective approach was to implement a full-funnel digital strategy.
Here’s a snapshot of our full digital marketing funnel:
Layered targeting across specific domains and contextual targeting via programmatic partners allowed us to build a targeted audience to raise awareness.
Social Platforms were used to drive consideration, social proof and preference, incorporating longer form copy and ‘reasons to believe’ in order to tackle purchase barriers, thus building a retargeting layer in our strategy
Search was used to drive conversions via keyword cluster tactics allowing us to capture the user when they are in the ‘pre-purchase behaviour’ mindset.
During the campaign, we constantly ran creative testing on our social platforms in order to inform future messaging and creative assets deployed throughout the period