Developing an International Multi-Channel Marketing Strategy
To maximise their chances of reaching potential customers, Filling Pieces leveraged The Next Ad’s ability to run multi-channel campaigns on Facebook, Instagram and Google. By using various touch-points and channels to connect with a broad audience, Filling Pieces would be able to provide consumers with the optimal experience of delivering their messages to the right prospects at the right time and place.
Curious to know how this was all set-up? Let’s go through it together!
The campaign consisted of two phases. The objective of the pre-phase was to drive awareness for the upcoming sale and to generate newsletter sign-ups. The live-phase was aimed at scaling sales on an international level and leading traffic to the Filling Pieces website. Put in charge to make this all happen was our Digital Marketing Consultant, Yoram Volkers and our Campaign Manager, Sara Kandou.
For the first phase, we ran several campaigns on Facebook and Instagram to build awareness for the sale. As awareness was increased, so did the search volume on Google. With this in mind, Google Search campaigns were launched to direct the increased traffic to the Filling Pieces website in order to generate leads through newsletter sign-ups.
Once the live-phase started, our team applied an international multi-channel marketing strategy in which we ran campaigns on Facebook, Instagram and all available channels on Google, such as Search, Shopping, Display & Youtube. The combination of authentic Filling Pieces content and Dynamic Ads were used to show their products to prospecting and re-targeting audiences and this enabled Filling Pieces to see some incredible results!
We found the best combination for this project to be in both expertise and technology. One of the 3 most valuable features that contributed to making the campaign a success was, among others, our Hyper Optimisation feature which automatically shifted the budgets between best-performing audiences so that conversions were maximised. Another feature that definitely deserves to be highlighted, is The Next Ad’s Automatic Booster. This feature helped to automatically boost organic social posts that were relevant to the campaign based on pre-defined triggers!
When it came down to making sure that only the most effective ad creatives were used for the campaigns, the Ad Fatigue Optimisation feature was truly indispensable! By utilising this feature, ads were turned off and on based on the performance they delivered.