Main Challenge
Office Depot wanted to scale up their digital marketing efforts and teamed up with Remotion in early 2020. The goal was to strengthen their market position, attract new customers in both B2C and B2B, retain existing ones, and create a framework for unique and automated customer journeys.
Key Metrics
39x average ROAS for Meta
42% lower cost per purchase for social media
+383% increase in sales via social media
Success & Execution
Strategy
The strategy for paid social media advertising included multiple unique customer journeys for Office Depot's clients in two business areas: Office Supplies and Business Services. The focus was on driving sales by generating brand awareness, leads, and purchases—both in-store and online. To achieve this, Remotion implemented a technical infrastructure aimed at building data-driven audiences based on customer behavior on social media and the web. This was combined with relevant, tailored content for each stage of the marketing funnel.
Concept
Office Depot aimed for a smaller brand shift and wanted to communicate in a new, more modern way. All focus areas needed to be communicated more creatively with a fresh, appealing voice. With this in mind, Remotion coined the message "Everything for the office, and more." This was the starting point for all social media advertising.
To create recognition and higher relevance, the focus was on showcasing various types of office and work-life settings and the different moods they can encompass. The concept was adaptable and could be easily adjusted as the pandemic took hold and shook the world, when people started working from home.
Distribution
Facebook, Instagram, and Pinterest were the primary channels for the B2C office supplies sector. A data-driven approach was used for distribution, where the key was to continuously prospect audiences likely to engage with the communication and then move them further down the marketing funnel. The distribution plan also included several steps in the conversion phase, such as store visits and Dynamic Product Ads (DPA), to ensure ads were as relevant as possible and to increase conversions. For Business Services, another of Office Depot's offerings, LinkedIn was selected as the primary channel, with Facebook and Instagram as secondary retargeting channels. Key success factors were continuously optimizing, evaluating the formulated hypotheses, and employing a data-driven audience approach.
