The case studies on this page (a work in progress) expand on existing examples from the portfolio to provide you with a clear picture of how your organisation can benefit from our endeavours in terms of:
- lead generation
- revenue gains
- savings to the bottom line
- brand authority and reputation
- customer retention and loyalty
- return on marketing investment.
You’re welcome to contact Alex for more specific client references along these lines. Jump on in, the water’s fine!
SOCIAL CAMPAIGN DRIVES REVENUE INCREASE
The client
Survive-it, a Wellington-based company with a sizeable e-commerce store, provides a complete solution to civil defence emergency preparedness for workplaces, schools and in the home. Survive-it is a client of Anyware Web Marketing, and Alex was involved in helping to manage Survive-it’s Facebook page in the course of providing services for Anyware.
The scenario
The managing director of Survive-it, Steven McLauchlan, wanted to increase sales and engagement with their brand through a cost-effective Facebook promotion.
The challenge
The product on offer must be seen as valuable by the audience or a campaign can fall over at the start.
The solution
We decided to run a giveaway promotion through a post on Survive-it’s Facebook page timeline.
We chose a product for the giveaway that we believed would attract a great deal of interest – a Grab n Go 4-Person Starter Kit (pictured). Wellington is an earthquake-prone area, and the general level of awareness of the need to be prepared for a natural disaster among the city’s population is high.
The promotion also offered a 10% discount on all products in the online store for the two-week duration of the giveaway, redeemable with a coupon at checkout.
People entered the giveaway competition by posting a comment. The winner was chosen by random number generator.
We set the post up carefully, paying attention to Facebook’s rules for advertisers by including a summary of the Terms and Conditions on the post, as well as in a separate Note.
Boost
We boosted the post to an audience in New Zealand with an interest in emergency preparedness.
Results
Post and boost: 9974 people reached (7000 organic). The boost reached 2974 people, and attracted 456 engagements, with a total spend of only $28. The price per engagement of the ad was about 6c, which was better than 90 per cent of all Facebook ads of this type.
Giveaway: The post received 265 valid giveaway entries (as comments), 263 reactions, and 70 shares. It also attracted 880 link clicks, and added 134 likes to the page.
Effect of campaign on e-commerce store sales
Over the two-week period of the giveaway campaign, compared with the same time period in the previous year:
- Total orders: +160%
- Units sold: +472%
- Revenue: +170.37%
- Average order value (AOV): +3.99%
- Conversion rate: +0.22% *
* E-commerce conversion rates can be difficult to evaluate with a promotion causing a spike in traffic. However, the conversion rate increase we achieved was significant, considering that the average global conversion rate for Survive-it’s segment is 1.30 to 1.50 per cent, according to Econsultancy.
At Survive-it, we take the need for New Zealanders to be ready for an emergency very seriously, and use social media to spread this message. Anyware and Alex provided us with an excellent giveaway promotion, which not only gave us good results in terms of sales, but also helped us engage with a broad audience.”
~ Steven McLauchlan, managing director, Survive-it
DEVELOPING A BRAND & PROMOTION
Branding a seaside apartment development
Alex collaborated with uber-talented Auckland designer Daisy Zou on brand development, naming, and advertising and web copy for a landmark new apartment development in Lyall Bay, Wellington. Here’s the brochure:
Navigator-Apartments-Brochure-2017
The brochure is a double spread from page 3 – use the cursor hand and zoom control to view the full layout. The free embedder plugin doesn’t permit this functionality on mobile, so if you’re on your phone, here’s another option for viewing the PDF:
