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.