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Case Study
Charles Rose Jewellers
Background
Charles Rose are Australia's premier fine jewellery designers and diamond specialists, featuring
an exclusive range of quality jewellery plus an expert made-‐to-‐order service. We have built
Charles Rose a presence in social media across Instagram, Facebook and Pinterest over the past…
years.
The Challenge
Charles Rose was looking to diversify there audience from Facebook and Instagram to email, one
of the best ways to communicate with an audience. The goal was to see how many emails we
could get at a cost effective price. With the new email list, Charles Rose now has a direct contact
to an audience who was interested in the promotion and therefore in Charles Rose. A perfect
target group for email marketing.
2
Charles Rose Case Study
What We Did
Our Facebook advertising campaign was split into three ad groups. We excluded the
current email list from each of these groups.
1. Recent website visitors
2. Facebook fans
3. A lookalike audience of our current email list
We tested multiple advertisements to find the winning combination for engaged users
and cheap website clicks. This was the winning ad, simple and it was clear what the
purpose of clicking the ad was. We were able to reach over 236,000 users and on
average our clicks were just $0.35.
Clear purpose
of the ad,
Simple design
Call to action user expects to
enter
details
Essential
information
3
only
How many people
our ad has
Organic
reached engagement
Charles Rose Case Study
Our landing page notified users of important information relevant to the business as
well as a very clear call to action and clean design. We kept the landing page simple and
very similar to the advertisement. This helped keep our conversion rate up as there
were no surprises when the user reached the landing page.
4
Charles Rose Case Study
The Secret
Our viral thank you page is the real secret to our campaign’s explosion. Once the user
has entered the competition, they arrive at this page:
Here users can simply click one of the share links to share the competition with friends
for more chances to win. The leaderboard adds a layer of competitiveness as people try
to get on the board by inviting as many people as possible. Our top leader got 172 extra
entries!
Because we were able to aggressively increase the virality of this page, you can see the
value we have created below using a diagnostic tool -‐ over 15,300 likes comments and
shares on Facebook, 72 on LinkedIn and 8 on Pinterest.
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Charles Rose Case Study
Results
$4,352
15,264
$0.28
Total Campaign Spend
Total Emails Gained
9,824
5,480
1,960
Facebook Likes
Facebook Shares
Comments
Cost Per Email
Ending up with over 15,000 emails in just 8 weeks was a great result and something we
are proud of.
This is an example of one of the many strategies we use to build an audience. By
engaging the users online, we are able to advance the growth of the campaign in a way
that was not previously viable. We strive to test the most innovative strategies and
implement these to help with clients goals.
The promotion of the ring giveaway was there to encourage the initial action and from
there the multiple touch points enabled it to grow. The added bonus of the organic
interaction with the post increased the success of the campaign further.
6
Charles Rose Case Study
Charles Rose Case Study-email.pdf (PDF, 234.45 KB)
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