Ett Hem London | Social paradigm group

background

Introducing a new generation of flowers, Ett Hem proposes a design-led curation of the highest quality faux flowers, which we call "Forever Flowers".

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Ett Hem partnered with us in June after experiencing frustration with four previous agencies and struggling to regain profitability. The business had been operating at a loss for some time. In just a few months, we successfully increased their contribution margin by over 200%, putting them back on a path to sustainable growth.

our approach

Our process involved creating a custom built creative strategy centered around hero products and winning offers, that effectively communicated the brand’s key messages through powerful imagery, and engaging content, naturally appealing to the target demographic of males aged 20-40.

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We built out a creative feedback loop, constantly monitoring hook rates and hold rates of our video creatives, as well as conversion metrics such as CAC/ ROAS. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.

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By leveraging this approach, we not only tripled sales but also gathered valuable data on which specific creatives resonated with their customer.

how did we do it?

Huge focus on creative strategy

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The primary challenge was an overreliance on a small set of winning creatives that had become fatigued. We recognised that refreshing and expanding the creative strategy was essential to revitalizing the ad account and driving profitability.

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Holistic measurement

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Tracking the correct business wide, holistic metrics (not just living inside of the ad account):

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MER (Marketing efficiency ratio)

CAC (Customer acquisition costs)

NCAC (New customer acquisition cost)

AOV (Average order value)

CVR (Conversion rate)

Once we had the full picture with the above metrics we began to work backwards to implement the perfect Meta marketing strategy that would allow the brand to profitably & efficiently scale finding new customers.

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Pain Points

Lack of creative testing/ content production - Creative fatiguing too quickly
Creative doing product an injustice - Lack of focus around key angles/ value propositions of the products
Neglected ad account - Very little optimisations happening leading to inefficient spend

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ad account overview

Super consolidated account
Having a testing/ scaling CBO campaign for each winning product - This keeps the account consolidated and removes all wastage
This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
Utilising CLICK ONLY attribution - We want to train our ad account to become smarter, and optimise based on clicks > purchases rather than views > purchases. View attribution is only good for your ego.

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We implemented the following:

Creative testing volume increased to testing minimum of 30 new assets a month (strategised and produced by our in house team)
Product/ offer testing to gain an understanding of what products moved the needle and appealed the most to new customers
Creative feedback loop to leave no stone unturned and ensure we are learning from ALL creative tests, using this to inform our creative strategy

main ad account takeaways

Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.

How we helped Ett Hem London scale their sales by 115% 🚀