Campaign Strategy
Our paid social strategy was designed to target users at various stages of the purchasing journey. The campaign was divided into three phases:
- Awareness Phase: Leveraging generic Christmas and festive messaging, such as “stocking filler gift” to introduce PFYS products to a broad online audience.
- Consideration Phase: Introducing a discount code to encourage potential buyers to convert on the website.
- Conversion Phase: Adjusting the ad copy to create urgency during the final days leading up to the Christmas holidays.
This structured approach ensured our messaging stayed fresh, relevant, and targeted, avoiding ad fatigue and resonating with potential customers at the right moments.
Performance Metrics
Meta Campaigns:
- Impressions: 600,000
- Clicks to Website: 10,581
Carousel ads showcased PFYS products and their versatility. This format effectively engaged our audience by providing a clear visual representation of what could be printed, boosting interactions.
TikTok Campaigns:
- Impressions: Over 166,000
- Clicks to Website: 2,348
Christmas slideshow ads on TikTok delivered a strong click-through rate for our first campaign with this client, despite a modest ad spend.
For future campaigns, we will format visuals specifically for TikTok to ensure consistency and platform-optimised performance. We will also continue to test different ad formats to refine our approach further.
