Helping Magnet Kitchens achieve a 20% reduction in CPL and a 40% drop in CPC. This was accomplished by implementing a full-funnel paid social strategy that aligned creative content with the brand’s luxury identity while leveraging cultural trends.
Magnet Kitchens, a longstanding name in luxury kitchen retail, faced the challenge of balancing its premium brand identity with the need for direct response marketing through paid social. Their goal was clear: reduce the CPL while driving showroom bookings. They tasked us with crafting a strategy that emotionally resonated with the audience, while delivering high-performance ads that appealed to both new and loyal customers, without compromising their prestigious brand identity.
To achieve Magnet Kitchens' goals of balancing their premium brand identity with the need for direct response marketing, we implemented a comprehensive strategy. This aligned creative messaging with their brand ethos to ensure relevance in a competitive, fast-evolving market.
Our approach was multi-faceted, focusing on four key areas:
1. Creative Amplification and Simplification: We quadrupled the volume of creative assets used in campaigns and simplified the account structure to streamline execution. This approach allowed us to maintain a consistent brand look and feel while optimising the ad delivery for lower CPL and higher conversion rates.
2. Full-Funnel Campaign Strategy: We adopted a full-funnel approach, targeting a broad audience to maximise reach while nurturing potential leads throughout their customer journey, ultimately driving more high-quality leads and design appointments
3. Dynamic, Trend-Based Content: To keep Magnet Kitchens relevant and engaging, our creative team tapped into cultural moments and trends. For instance, we adapted dynamic product ads (DPAs) to highlight trending styles such as "Pink Kitchens," which capitalised on the cultural buzz around the Barbie film launch in Summer 2023. This trend-lead and dynamic content strategy ensured that Magnet Kitchens would engage with their audience in a timely and culturally relevant manner.
4. Creative Testing Framework: We implemented a strategic creative testing framework to test core marketing angles and USPs, which allowed us to identify and scale the winners.
By carefully balancing these elements, we not only preserved Magnet Kitchens’ premium brand image but also delivered high-performance advertising that met and exceeded their business goals.
Rob Clarke, Retail Marketing Manager:
"They are the most responsive agency I’ve ever worked with. The results speak for themselves really."