Wowcher approached us with a variety of core objectives, all focussed around optimising performance and improving efficiency whilst also driving new customer acquisition. Their business model works by acquiring email sign ups to enter the site, or installs to the mobile app. They then look to drive purchases for their coupon deals via these leads. They historically found great performance through Meta for both objectives, but were struggling to unlock new audiences at an efficient CPR, as well as make new channels TikTok and Pinterest work for them on paid and had limited creative capabilities needed to make this work.
Utilising social first & dynamic creative to reduce CPR by 20% whilst maintaining a net positive ROI & improving advertising quality score.
We knew that reaching new audiences and establishing brand love was going to involve an overhaul of creative currently in place. We deployed a revised campaign structure, built to test and scale a more diverse variety of production and design assets, as well as opening up our reach to new audiences. Whilst we were initially successful in driving strong engagement and click throughs via new ads, they inflated our strict CPR targets (sub £1 blended) and leaning in too hard into these would have an undesired impact to cost effective performance.We changed our focus to balance these brand building creatives, with cheaper dynamic product catalogue based ad placements. Over time, we've been able to find a strong balance between promoting freshness on the account and ensuring a steady drumbeat of cost effective creative and media buying solutions. This has allowed us to continue experimenting with micro influencer content, TikTok shopping and creative design strategies.