The following thought process was involved in the success of this case study
• To show the bigger picture at the prospecting phase to all genders (top of the funnel): Cold audience was shown the whole website at first
• Then, to use broken structure for the warm audience (middle of the funnel) and landed the gender specific audience to their respective categories
• Then, at the retargeting phase to show the hot audience (bottom of the funnel), the very product to which he/she engaged the most
• To follow a proper content journey i.e to show different creatives and ad copies to cold and warm audiences in order to avoid monotony
• To do proper testing to find winning interests and relevant audience
• To do creative and ad copy testing to find the best performing assets
Campaign Structure:
Top of Funnel: (Cold Audience)
Open/Broad Audience
Interest Based Audience
Lookalike Audience
Middle of Funnel: (Warm Audience)
Website Visitors
Social Media Engagers
Customer Data
Bottom of Funnel: (Hot Audience)
People who viewed content, added to cart, added payment info or initiated checkout
Conclusion:
I started implementing strategies in the month of November 2022 and the brand clearly scaled up and broke its previous records of sales. I have attached the screenshot of the Shopify sales so that the sales trend graph can be clearly seen.
