+ Lids

LIDS’ previous presence on social media was primarily focused on maintaining activity on channel. Efforts lacked an overarching strategy and were predominantly organic in nature with a small budget for paid distribution. This single budget was allocated to various promotional campaigns, without consideration for the goals social can accomplish within each stage of the buyer’s journey.

Solution

MKR implemented a plan to address these paid distribution challenges. By applying retail principles to their social ad strategy, MKR helped LIDS to:
Segment social budget. MKR recommended a new approach to segmenting LIDS’ monthly spend to address different layers of the sales funnel.

Leverage awesome assets. LIDS’ strong in-house video content was the perfect content to lead top-of-funnel awareness efforts.

Activate eager audiences. New campaigns and ad types are deployed to seek individuals who are more likely to click and convert.

Target, and retarget. LIDS is now able to serve ads to individuals based on the specific actions they’ve taken on-site, allowing paid media to drive lower-funnel goals.

Outcome

MKR effectively implemented a full-funnel social ad strategy that resulted in segmenting social budget, activating eager audiences and focusing on targeting individuals that have taken specific actions on LIDS site to drive lower-funnel goals. Conversion rate for sales-based ads increased 13% while dynamic ads returned an average ROI of 231%. Effectively communicating and implementing this full-funnel social ad strategy resulted in a 185% growth of social budget and some big wins for LIDS. Media consumption grew exponentially with over 200,000 minutes of video consumed across 12MM impressions.

  • Dynamic Ads Returned an Average ROI of 231%.

+ Video