The idea

• Leveraging the Power of Paid Media: Identify the opportunity to drive direct-to-consumer sales for Mitchell & Ness by utilizing targeted digital advertising campaigns on Meta and Google platforms.
• Capitalizing on Game-Week Momentum: Recognize the potential to increase campaign performance by aligning ad creatives and targeting with specific game-week matchups.

The process

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• Campaign Strategy:
  • Platform Selection: Detailed the decision to use Meta and Google platforms for their strong D2C capabilities.
  • Audience Targeting: Described the process of identifying and targeting specific customer segments based on demographics, interests, and purchase history.
  • Creative Development: Explained the creation of compelling ad creatives, including dynamic product feed ads that feature relevant product information and pricing.
  • Conversion Tracking: Outlined the setup of conversion tracking to measure the effectiveness of D2C campaigns and DPA ads.
• Campaign Execution:
  • Media Planning: Discussed the allocation of budget and the scheduling of ad delivery to coincide with key sales periods and product launches.
  • Bid Management: Explained the strategies used to optimize bids to maximize ROI and achieve the desired CPA.
  • A/B Testing: Highlighted the testing of different ad creatives, targeting strategies, and bidding tactics to improve performance.
  • Performance Monitoring: Describe the process of tracking key metrics like clicks, impressions, conversions, and ROI to measure campaign success.

The result

• Optimized Ad Spend: Successfully scaled the ad spend by over 25% while maintaining a strong return on investment.
• Improved Campaign Efficiency: Reduced the cost per purchase to $10.35 and generated a total ROI of 14.65%.
• Data-Driven Optimization: Utilized data-driven insights to identify high-performing ad creatives and optimize campaign performance.
• Game-Week Success: Leveraged game-week opportunities to drive significant sales and brand awareness.