As Orla Kiely’s partner digital marketing agency, we were tasked with using paid social media ads to build a newsletter subscriber list that would help the brand with securing repeat customers in the future, as part of a wider marketing strategy for retail success. Alongside this, the ad spend that generated these new subscribers needed an immediate return too, so part of the challenge was to also bring in sales through the campaign.
Our many years of retail marketing experience have shown us that generating an air of exclusivity can be a real trigger to generate a buzz and create demand for a particular outcome or objective when implementing a strategy for marketing in ecommerce. On this basis, we created a ‘secret sale’ that people could sign up for which offered a significant discount on end of line stock. The secret sale was only available via social media and when signing up to the Orla Kiely newsletter, with the heavy discounts acting as the incentive, along with a promise of advance notice to future sales and promotions for subscribers.
Social media ads on Facebook and Instagram were created, which were carefully targeted to relevant users and a landing page on the Orla Kiely website was developed to facilitate the sign-ups.
As part of the ongoing strategy, we adjusted messaging seasonally e.g. Black Friday and pre-Christmas ads then changed to the launch of the Spring/Summer 2021 collection. This kept the creative fresh and ensured more cross-appeal to a wider range of customers.
The social media ads promoting the secret sale pushed visits to the website, and from the traffic that landed and went on to make a purchase right there and then, there was a ROAS of 7, effectively meaning that Orla Kiely more than made back their ad spend, and made significant product revenue, as well more than 27,000 (and counting) new email subscribers to show for it.
The activity brought in 80% new audience and re-engaged 20% of users who had previously visited the site. The campaign period of Oct 2020 – Jan 2021 gave Orla Kiely their biggest four months of sales ever, with many lines of stock completely selling out.
The initial four month of activity has been extended indefinitely due to the success of the campaign.
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Orla Kiely is a brand known for their unique retro graphic prints and use of vibrant colours. Their range of bags & accessories are available to buy online at orlakiely.com.
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