“Superbolt has been a valuable contributor in accelerating Saie’s growth, since the brand’s launch 4 years ago. They work on the brand’s full funnel, from creating ads, to running campaigns and optimizing the website. The team is strategic, data oriented, dedicated, and operates as a natural extension of our internal team.”
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We first look at the existing data, and see what the general demographic is, and how they can be categorized through more specific characteristics & interests.
Then we take a look at what messaging approaches work well, and the assets to understand what could translate to another channel.
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From there, we think about what channels would make sense. We like to have a combination that can serve as top of the funnel and mid-funnel retargeting.
Once we have the channels we can start to think about the audiences. We apply learnings from the existing channels to create a tailored approach, and also consider the data available for each channel.
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We scaled TikTok as a channel by implementing a hashtag targeting strategy and boosting spark ads to boost lower funnel metrics
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Creative Refinement Across Channels
We identified a hero product and adapted the creative strategy per channel
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Landing Page Development & Iteration
Extending the ad messaging to the LP and then iterating per channel, helped improve conversion rate by up to 7%
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First, we tested a landing page using the current website to establish learnings.
We started with a broad non-channel, non-audience specific landing page to test a page that provided more brand storytelling than the homepage provided for prospective customers.
Then, we created LP per the behavior/need of each channel.
Once we saw some traction in this approach, we iterated on the page to provide channel and audience-specific content.
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We continuously iterated on optimizing these pages to improve conversion. As we continued to scale the channel, we further iterated and updated the version of the channel-specific landing pages to match the offer we were pushing at the time for further relevancy.
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Tailored strategies for D2C and retail
We’ve separated strategy per campaign type to ensure maximum efficiency and intent.
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Optimization strategy is changing depending on goals
Sephora: Facebook and TikTok campaigns will be optimized for traffic as their pixels do not live on the sephora website, thereby not providing down full tracking.
DTC: Since we have access to data from the Pixel, we can optimize towards purchases on first party landing pages.
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Given the difference in nature of Sephora vs DTC campaigns we will tackle audiences in a unique manner to implement strategy per optimization goal.
For Sephora we will only target Sephora as an interest on FB in order to maximize on user intent and bring qualified traffic to the store site. TikTok targeting will consist of Sephora related hashtags.
For DTC we have the freedom to test audiences more broadly in order to expand the targeting pool at all steps of the funnel while excluding Sephora related interests to avoid any overlap.
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The creative strategy is also segmented, based upon best selling products on each platform
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