The business objectives of the Lilly Pilly Collection campaign were to increase brand awareness, boost engagement, and drive sales. These objectives were translated into a focused marketing objective of increasing website traffic through detailed targeting. By aligning the campaign’s marketing strategy with these business goals, the approach was to leverage precise and strategic targeting on Google and Meta platforms to reach and engage with a specific audience interested in sustainable fashion. This targeted approach was designed to not only draw more visitors to the Lilly Pilly Collection website but also to convert this increased traffic into tangible outcomes such as higher engagement rates and increased sales, directly supporting the overarching business objectives.

Specific Challenge:

Lilly Pilly Collection’s founders had previously ran their own meta campaigns but struggled to achieve consistent results. Recognising the need for specialised expertise to navigate these challenges and maximise their return on investment, this is when Lilly Pilly Collection turned to GRAVITATE Digital for marketing support.

Other Marketing Objectives:

• Grow the email list to use as a retargeting tool
• Build brand awareness
• Grow social media following 

Aligning on campaign goals and metrics:

Aligning on campaign goals and metrics for Lilly Pilly Collection involved a collaborative approach between ourselves and the client. Understanding the brand's mission to increase brand awareness, engagement, and sales, we translated these business objectives into concrete marketing goals, focusing on driving targeted website traffic and enhancing the customer journey towards purchase.

To ensure the campaign's alignment with Lilly Pilly Collection's bottom line, we established key performance indicators (KPIs) such as website traffic volume, click-through rates (CTR), conversion rates, and overall return on ad spend (ROAS). These metrics were chosen for their direct correlation with both immediate and long-term business growth, including customer acquisition and retention.

The campaign we ran from June to December delivered outstanding results, significantly surpassing our initial objectives across all key performance indicators (KPIs). Impressions increased by 237.374%, which grew the brand visibility across Google and Facebook, reaching a much broader audience. 

The Return on Ad Spend (ROAS) saw an impressive rise of 1427.27%, indicating a highly efficient and profitable advertising effort. C

Conversions grew by 2223%, demonstrating the campaign's effectiveness in engaging and converting the audience into taking desired actions, directly contributing to sales growth.

Moving forward, the insights gained from this campaign will guide our future advertising strategies to ensure continued success for our client. We plan to optimise our targeting and creative strategies, explore new channels and technologies, and continually adapt our approach based on performance data and market trends. This campaign has set new benchmarks for our KPIs, allowing us to aim for even higher performance standards and business outcomes in our subsequent initiatives, maintaining momentum and driving further growth for our client.