Main Challenge
In 2019, Kjell & Company invested in a brand-new digital experience, including the launch of a completely new e-commerce platform. During this digital expansion, Remotions, formerly DigiView, was tasked with strengthening the interaction between retail and e-commerce through social media and promoting Kjell & Company's products throughout the customer journey to create profitability.
Key Metrics
23.58 average ROAS
74,000+ purchases
70% growth in online sales in 2019
Success & Execution
Method
Full funnel social media marketing
Digital concept and content production
Media planning and paid advertising
A/B testing and optimization
ROI measurement and audience insights
Strategy
To meet the set goals, the strategy was shaped around three areas: brand, engagement, and sales. Instead of focusing solely on the lower parts of the marketing funnel, we shifted our focus to the top funnel to reach relevant audiences with the right message. It was crucial to stay aligned with a clear concept, highlighting the unique core values of Kjell & Company, and creating content that generated attention both paid and organically. The ongoing plan for 2019 encapsulated a complete organic and paid funnel strategy: awareness, consideration, conversion, maintain, and expand along with dynamic ads throughout the year.
Creative Guidelines
Convey the feel of modern technology
Playful, contemporary, and simple style
Consistently use Kjell & Company's blue color
Distribution
Channels used included Facebook, Instagram, Facebook's Audience Network, and Snapchat for all of Kjell & Company's markets (Sweden and Norway). The strategy also included a data-driven audience approach, which was continuously optimized based on consumer behavior throughout the year. As the funnel included the maintain-phase, we also had a retargeting focus aiming to remind audiences to take advantage of the offer again along with exposing them to dynamic product ads, based on their unique website behavior.
