Launched in the mid 2010s, this eCommerce brand elevated the American bathroom experience with its modern and affordable bidet attachment.
Their question to consumers was cheeky and simple: Who doesn’t want a clean butt? Since then, they’ve been rated the #1 bidet attachment and expanded their product offerings to include various types of bidet attachments and bathroom accessories.
Going into Q4, our client was up against two major challenges:
- Competition in the paid media landscape was at an all-time high
- Inflation was rising, and as a result, consumers planned to spend less during the holidays (their peak sales season)
Services We Provided
Θ Anré Nguyen, Associate Director, Paid Media
Θ Hannah Dougherty, Sr. Strategist, Paid Social
Θ Rachel Janowsky, Sr. Strategist, Shopping & Feeds
Θ George Serpikov, Associate Director, Client Services
What Socium Identified:
To combat both challenges, our client’s Q4 paid media plan needed to entice price-conscious consumers while maximizing profits.
Our Strategic Approach
We conducted a 1-year lookback and gathered insights from past promotional periods and various channel tests. We then took the following approach:
Shopping & Feeds
Θ To avoid leaving any incremental demand on the table, we segmented out specific “hero” products into their own campaign. This allowed us to target the products and push them as efficiently as possible.
Θ During the height of sale periods, we monitored performance hourly and adjusted as needed to maximize efficiencies.
Θ We restructured Brand and Non-Brand campaigns and cleaned up location targeting. This allowed us to make real-time campaign modifications based on current performance.
Θ We included fun and amusing promo codes into our copy to further entice shoppers (ex. Code CHEEKY30).
Θ To prepare for the peak holiday season during Q4, we began testing Advantage+ campaigns in early October. After seeing successful results, we continued these campaigns throughout the holiday season to influence volume.
Θ We incorporated playful ad copy and creatives to showcase their character and promotional messaging.
Θ All ad spend was targeted in accordance with each holiday. For example, we created one Advantage+ campaign for Canada’s Boxing Day holiday and another targeting the US, ensuring the larger US market didn’t occupy all campaign budget.
The Results QoQ:
Over Net Revenue Goals
Over ROAS Goals
Additionally, we analyzed each channel’s impact on the holiday season:
Revenue Lift from Paid Search
Revenue Lift from Shopping
Revenue Lift from Paid Social
After seeing these results from Q4, we’ve continued to run channel tests on Google Search, Google Shopping, and Facebook to unlock new learnings and improve our client’s media strategy into 2023.
Ready to Get in Touch?
Tell us about your business and we’ll put together a custom PPC, Paid Social or SEO plan tailored to your goals.