Performance marketing success previously had largely rested on the promotion of sales, a tactic Turnbull & Asser wanted to move away from to avoid devaluing the brand.
Primary goals.
- Retain revenue figures
- Retain ROAS
- Increase new users
What we did.
We pivoted activity to focus on smaller capsule launches and also highlighted various perks and USPs, such as high-quality materials, free shipping and returns, handmade in the UK, and 130+ years’ experience.
We knew that stopping sales promotions within ads and pushing full price products would have impact on overall sales volume and revenue. To combat this, our new strategy needed to first drive awareness of the quality and heritage behind T&A to build desire prior to serving the product ads.
We utilised creative that told the brand story and accentuated the luxury feel of the product. We ran a workshop session to talk through the different types of media and product shots that work for ads to help feed into the creative briefs for shoots. We also tested multiple versions of creative across video, static imagery and stories to ensure best cut through with our target demographics and fed findings back into T&A’s creative team. For example, full outfit images perform better than single items.
The brand campaign was promoted across Instagram, Facebook & Google Ads, with spend significantly increasing on social compared with the same period in the previous year.
We featured the brand story videos alongside seasonal campaigns, which told more detail on the story behind creation. In addition, we targeted previous visitors/purchasers and created lookalike audiences from these groups. We maintained a strong paid search presence across Brand keywords, aided by our restructure of Brand campaigns.
Driving international scale.
With the Global-E rollout, a complete restructure on existing brand campaigns was needed during the launch of this activity. The team ensured no locations overlapped and condensed campaigns into the following areas: UK, USA, Europe, Asia & Oceania, Australia, Americas. Over 100 new countries/territories were added during this restructure, all needing to connect with new messaging around brand over promotion.
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