MAKERS CABINET

When I joined the project, as a media buyer for Makers Cabinet, the team at Dash Activate Online had been experiencing great success with 3-5x ROAS. However, we hit a speed bump in March/April when account performance took a hit due to counterfeit products flooding the market, ad/audience fatigue from scaling, and a website refresh that negatively impacted sales page performance.

INITIAL ASSESSMENT

After reviewing the ad accounts, it was clear that the strategy we were using worked well on narrow audiences with high intent to purchase. Unfortunately, these audiences were exhausted due to scaling and sending traffic to the same product page.

STRATEGY EVALUATION

For products like Makers Cabinet's

HØVEL

using pre-sell pages is essential. Despite multiple requests, the client wasn't interested in investing in this approach.

I decided to work around it by using the BELT method, running long-format ad copy and video, increasing the value of the product for low intent traffic.

CAMPAIGN OPTIMIZATION

I found an untested long-format video on YouTube, that I believed would work well for our campaign:

The Høvel Pencil Plane - ✎W&G✎

Using this video helped us bridge the gap and showcase the value of the HØVEL product. Once the strategy was set, I worked on setting up campaigns and retargeting video viewers down the funnel.

More Improvements

In addition to running the video with a purchase objective, I invested heavily in PPE campaigns, which resulted in over 500 comments in just two weeks!

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Gaja Lampe shared key insights with the client to update the sales pages, showcasing more social proof, better images, and local currency. This led to instant improvements in ad performance.
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I dived headfirst into the account to identify underleveraged audiences and hone in on new ad angles. Shifting from narrow lookalikes to larger broad audiences resulted in lower CPMs, more data for Facebook to optimize, and massive engagement on winning ads.

As a result of these efforts, we achieved over £20,000 in sales in May with a 3.2X ROAS!