Le Chameau’s awareness activity had been suffering from low engagement rates that were leading to higher than expected CPCs.
With higher CPCs the level of traffic that was coming through to site was on the lower side, impacting the volumes of our remarketing pools for lower funnel activity.
Our challenge was to scale brand awareness by achieving stronger engagement rates to help with CPCs and ultimately drive greater volumes of traffic.
Le Chameau’s awareness activity had been suffering from low engagement rates that were leading to higher than expected CPCs.
With higher CPCs the level of traffic that was coming through to site was on the lower side, impacting the volumes of our remarketing pools for lower funnel activity.
Our challenge was to scale brand awareness by achieving stronger engagement rates to help with CPCs and ultimately drive greater volumes of traffic.
After introducing our brand ads in phase 1 of the new awareness campaign creative we were able to see a big leap in performance.
With the launch of our brand ads into activity our CTR across the awareness campaign increased 16% MoM which helped CPCs reduce by 32% MoM. This helped achieve the desired impact of increasing traffic.
Phase 2 of our changes across awareness saw the introduction of our UGC ads.
The introduction of UGC content caused a huge spike in CTR for awareness activity this resulted in a 65% MoM increase in CTR and resulted on CPCs falling further again (-42% MoM)
Traffic deriving from awareness activity has increased by 118% MoM despite only a 24% increase in ad spend, demonstrating the impact the new creative has had.