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.
We identified that the creative that was being used at the top of the funnel was not suitable for users who had little to no knowledge of who Le Chameau were at the time of seeing the ad.
Awareness activity included a mix of brand and promo specific video content. The content didn’t overly convey why the user should be interested in the brand. Engagement on promo specific content was particularly low.
Our strategy was to brief in new content that we felt would demonstrate who the brand are to inform and excite our audiences.
We deployed a 2 phase approach that saw the introduction of brand specific ads and UGC ads. The strategy was to celebrate the USPs of the brand and then drive consumer confidence through social proofing.
Brand Ads - We created ads and ad copy that showcased who Le Chameau are and described the USPs around the products. Our aim for these ads were to use aspirational imagery and video that the user could relate to, paired with ad copy that included USPs that could catch the attention of the user.
UGC Ads - A big part of our strategy was to use UGC content to show that there is a thriving community of people that love everything Le Chameau. This was to act as a form of social proofing which aimed to give new users to the brand confidence that there are many people out there who believe in the quality and craftsmanship which was described in the brand ads.
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.
