What do Black Friday, President’s Day and Labor Day all have in common? They’re huge sales events. For big retail days like these, many companies start planning their media buys almost a year in advance, and are often finalizing their spend well into the eleventh-hour. But this makes sense considering the sheer amount of channels, formats, and devices to consider these days. And if you’re not on top of all of the latest advances and strategies, platforms like social may be overlooked, underfunded or underperforming. Recently, our client, a Fortune 500 retailer, wanted to ensure its social campaign drove success during its upcoming sales event, so the retailer turned to us for help.
With the client’s sales event quickly approaching, it needed a digital partner to build a campaign that would fulfill three goals:
- Increase brand awareness
- Drive sales for company-wide inventory
- Achieve an ambitious overall Return on Ad Spend (ROAS)
Additionally, with a run-time of only two weeks, the client had very little time to review and optimize spending and creative to reach its campaign goals. With this in mind, Centro was a no-brainer because of its ability to bulk upload creative and optimize in real-time.
Centro’s vast experience with social campaigns allowed for easy collaboration with the client in defining exactly the right target audience and product segmentation strategies that would support the breadth of the sale. In order to hit the defined audience targets, hundreds of creative variations were loaded and managed seamlessly through Centro. Furthermore, Centro’s team was able to help the client test and optimize all of the ad images, copy, placements, and target demographics in order maximize conversions.
The results of the campaign signaled a retail bonanza. To start, the campaign generated over 50,000 likes throughout the entire run-time. What’s more, Centro delivered over $1.6 million in online sales during the two-week sale period, translating to an astounding 5.8x ROAS. The client was thrilled with the results and is looking for more opportunities to partner with Centro in the future.
At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.