Having already reached over 66 million people on Facebook (with an average frequency of 5x), The Bouqs Co. is a recognizable brand with millions of customers. As a result, it became increasingly difficult to profitably acquire first-time customers.
But it’s really difficult for a well-known brand to acquire brand new customers on Facebook! The more people you reach, the harder it is to get a sale. And up until now, Bouqs had spent millions of dollars on conversion-focused campaigns that simply were no longer effective.
The Fetch & Funnel team introduced brand awareness campaigns, as a way to reach new Facebook audiences at scale. However, the challenge was to prove that brand awareness campaigns coupled with conversion-focused campaigns can reduce the overall cost per sale across the account.
Our Hypothesis:
Running a strategic Brand Awareness campaign in partnership with Facebook will enable us to reach new audiences at scale, with significantly lower CPMs. And we’ll increase first-time customer sales by aligning brand awareness with social causes and memorable experiences that our customers care deeply about.
The Equation:
New Customer Sales = (Brand Alignment) + (Social Cause) + (Memorable Experience)
The Solution:
We decided to celebrate equality and LGBTQ. In order to execute this campaign Fetch & Funnel developed unique creative for Bouqs, along with messaging tailored to individual audiences that communicated Bouqs’ belief in the power of the LGBTQ community, and fostering growth and support within this community by sharing flowers with the people you love most.
We first ran the Facebook Brand Lift Study in January 2021 (ahead of Valentine’s day), in order to establish performance benchmarks for brand awareness, brand recall, CPA, and CPM.
We then utilized these learnings to execute a holiday campaign backed by data, and the results were nothing short of stellar!
To achieve these results, we first ran a Brand Lift Study on Facebook in order to establish benchmarks, gather performance data, and to utilize this data to optimize our targeting. We developed unique creative that aligned the brand with a truly meaningful social cause in a way that would empower Bouqs’ customers to create their own memorable experiences with the people they love most, by sharing flowers.
It was an inspiring campaign for the brand and for their customers…which is why we were able to achieve the following results: