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One of the great things about social media marketing is how versatile it is: Different brands use it for a host of different initiatives, and if their marketing partner is dynamic enough, it’s possible to recalibrate accounts to pursue new goals without any dropoff or down time.
Accelerated Digital Media (ADM) prides itself in doing just that. As a small and expert team, we know our value lies in how accurately and effectively we can respond to client needs. So when one of our clients, ASRV, decided to shift its social marketing focus to new customer acquisition, we were able to take fast, decisive action that drove new customer purchases up by more than 600% during the holiday season year-over-year.
Working with ASRV to Drive New Customer Growth
ASRV is a premium athleticwear brand that targets adults interested in fitness, performance, and adventure. Initially focusing on men due to its men’s and unisex clothing line, in 2023, ASRV expanded its target to include women, with over a third of purchases made by women for themselves or as gifts.
The main challenges ASRV faced in its social advertising were attracting new customers (due to premium price points) and maintaining sales consistency while delivering new product drops.
On Meta, ASRV uses Advantage+ Shopping campaigns for new customer prospecting. The campaigns leverage machine learning for more efficient audience reach and online sales and have quickly become the go-to campaign type for many eCommerce brands on Facebook and Instagram. ADM was an early adopter of this campaign type when it became available in 2022, and our team is already extremely well-versed in how to mold these campaigns for different client goals.
ADM implemented four key strategies In advance of the 2023 holiday season that addressed ASRV’s social advertising challenges, boosted revenue, and attracted new customers:
- Integrating New Ads Directly into Main Campaigns: Moving away from separate testing, ADM now tests new ads within main campaigns for quicker optimization and effectiveness evaluation.
- Optimizing Spend for Product Launches: Spending is adjusted to highlight new product launches, with a focus on the days around the release for maximum impact.
- Focusing on Product-Driven Creatives: Shifting from lifestyle imagery to product-focused ads has proven more effective, especially given ASRV’s premium pricing.
- Prioritizing New Customers: By excluding past purchasers from campaigns, ADM ensures campaign budgets focus solely on attracting new customers.
These strategies significantly improved ASRV’s marketing efficiency and revenue growth. Comparing November and December of 2023 to the same period in 2022, new customer purchases increased by 619% while Meta-based revenue increased by 547%
Understanding and Execution Demands Communication
This work with ASRV, which has been nominated for a Global Social Media Award, is just one example of the specialized performance marketing work that ADM’s social team provides day in and day out. With dual focuses on eCommerce and digital health, our team’s knowledge of the industry intricacies and mastery of all available marketing tools ensures that we can tailor our work to any client need.
But knowledge and experience only go so far in a partnership: To deliver the results our clients need, communication and trust are essential. Our goal as an agency is to help our clients grow their businesses to new heights, and that means we need to be totally aligned with them on what will matter most in that pursuit. Dedicated teams, transparent reporting, and frequent open communication are the bedrocks of our client relationships.
“Awards like the Global Social Media Awards are important because they allow us not only to demonstrate the quality and consistency of our work, but to also recognize our team for it,” ADM’s Marketing Manager, Ryan Black, says. “To a person, our team is the most expert group I’ve ever been fortunate enough to work with, so the nomination is a testament to them as both experts in the field but also great partners to our clients.”
