I was connected to the owner of both Wilson & Willy’s and clothing brand NWKC by a former coworker in 2017. He had a simple ask – get more impact from paid social during key annual promotional periods. We talked through a plan that could help him be more targeted efficiently, as well as giving us a great opportunity to learn as much as possible during every promotional period.

We built several target segments to mirror his typical buying audience in key cities, and created lookalikes based on his site visitors. Several times a year, we’d run promoted campaigns on Instagram featuring different copy, visuals, and formats, including static, video, carousels, and Instagram Stories placements to A/B test as much as possible. We quickly narrowed in on several copy, image, and format styles that worked, and through the end of 2018, we’ve seen tremendous lift in site visits and purchases while keeping CPCs and CPMs at or below industry norms.

Objectives: drive online sales and visits with paid social

Strategy: target previous visitors and lookalikes on Instagram in key cities

Tactics: Instagram targeting with A/B testing on copy, key visuals, and ad formats (video, carousel, static, Instagram Stories)

Outcome: lift in visits and purchases at or below standard CPCs and CPMs