Posted On Google
DiTEC Marine Products, based in Wisconsin USA, is the industry leader in the development and manufacture of high performance, environmentally responsible boat cleaning products. The company, looking for a stable growth, is popular among professional applicators/wholesalers and wanted to translate the same brand loyalty among boat and yacht owners across USA and Canada.
New ways to reach, scale and build long term branding and loyalty among boating and yatchting community
Even if you are not from the boating community, you may already know that teak cleaning and maintaining its original polished look is an onerous task. On a boat or yacht, it's even more difficult due to environmental conditions and regulations.
To alleviate the concern of onerous boat teak maintenance, the company patented single application usage (other competitors in the market utilize a two-step process) on teak. To showcase this functionality a video was created and marketed via various paid channels including Meta (Facebook) and YouTube.
In Q4 2021, the average ROAS generated was above industry average by reaching 200K boaters and yachters in a period of six months.
To achieve incremental sales and brand awareness, our certified team (Facebook Ads - Blueprint) analyzed organic and paid customer data to find untapped lookalike segments, optimized further targeting windows (from 30 to 180 days) to achieve ROAS above industry standards, and pivoted creative assets (video, carousels, single images) to build long term brand strategy and as well as get short term conversions... NectarSpot team deployed a zip code-level geo-matched market test (all coastal US cities and Great Lakes) to determine whether incremental conversions could be attributed to the brand’s awareness utilizing Facebook dynamic ads (Dynamic ads allow companies to place their ads strategically so they display in front of select audiences). To implement dynamic ads, our team created an attractive digital catalog and set up Facebook pixel utilizing Google Tag Manager. NectarSpot team selected geo experimentation (zip codes based audience targeting) because it can be run independent of platform reporting and doesn’t rely on user-level data to analyze incrementality results which are more reliable.
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1) The NectarSpot team follows mobile-first best practices in crafting media assets for ad creatives across formats, including (but not limited to)
a) Build vertical video and photo ads that displayed branding elements (with strong CTA - Call to Action) within the first few seconds
b) Utilize text overlays with messaging that resonates with targeted personas
2) The ads showcased several of the brand’s marine cleaning products with a strong emphasis on being environmentally friendly. For example, a video ad shows a person applying the product on an (expensive-looking ) yacht's teak and discussing its benefits. The photo ads highlighted the same set of products (teak care, exterior care, metal, and glass) with seasonal offers. All ads included a “Shop Now” button that linked to DiTEC's category pages or collections page.
3) The team showed the ads to lookalike audiences (website, email, viewed/added to the cart, IG/FB engagement) excluding a Custom Audience of people who had made a purchase in the last 180 days. The NectarSpot team used both manual and automatic matching to accurately attribute sales back to specific purchasers and increased audience size. As the campaign progresses, the team utilized the automatic placements feature to deliver ads across seventeen of Meta’s placements (Feeds, in-stream video, overlay ads in reels, Stories and Reels, Apps and Sites, Right Column, Search Results, Instant Articles, etc.) - based on which were most likely to drive the best campaign results at the lowest cost.
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Our team created lookalike audiences of customers who purchased during last 180 days to help us find customers who share the same behavioral attributes (Interests - Sailing, Yachting, Boating, Sailing Magazine etc.) and shopping habits. This audience segment - lookalike audience was most loyal to the brand and one of the highest conversions during the entire campaign period. The audience set was replicated (and modified) across other seasonal campaigns (July 4th, Thanksgiving, Holidays etc.) to get best outcome in terms of higher conversions and ROAS.
We all know that all customers are not created equal, and in most cases, as per Pareto's law, 80% of sales come from 20% of customers. Leveraging this tactics our team built a lookalike audience of customers who spent considerable amount in a single year! Because DiTEC were already receiving a healthy number of daily sales on DTC e-commerce portal (built by our team), we had a big enough pool of customers to let Facebook/Meta do the job of finding new similar customers.
If you don’t have a large customer list or purchase audience, it will be harder to use this method. You may know more about look alike audiences at Facebook/Meta portal, till end of 2021, it was 100 minimum before one can use look alike segment strategy.
Understanding the conversion timing and laying that criteria over other targeting strategies, our team targeted users who were still in sales cycle (in this case average 10 - 25 days) , helping us increase reach to the prospect immediately after they looked at products/collections or abandoned cart (might be they get distracted or went to their favorite show).
Through Retargeting Ads our objective was to reach prospects and existing customers rediscover what they like about DiTEC products and share it with other professionals (via refer a friend program). Our team created a list of customers who participated in loyalty program and downloaded brochures/product sheets and uploaded in specified format.
The key to scale up any ad campaign (out of many tactics available) is not necessarily increasing ad spend in retargeting, but optimizing ad assets, messaging and monitoring key metrics that helps to get low hanging fruit(s) correctly.
Facebook (Meta) retargeting is the easiest audience to set up (and unfortunately forget), requires the least amount of creative work, and returns you the highest ROI of all ad types. Here’s how we leveraged Facebook retargeting ads to grow DiTEC brands:
As part of media planning, our team targeted anyone, using first party data (pixels) who visited the website in the past 1, 7, 14, 30, 60, and 90 days and used a unique message and offer. This was done to create marketing messages depending upon various stages of buying funnel (viz. TOFU, MOFU and BOFU).
We also utilized abandoned cart technique i.e. anyone who added items to their cart but did not comple his/her order.
As per our analysis, we found out - the shorter the time window the higher the ROAS. The further out the time window, for .e.g more than 30 days, the greater the offer. Audiences who were 90 days out were shown new collections to bring them back thus avoiding recency.
DPA or Dynamic Product Ads were used for the visitors who visited a particular product/products/collections or added items to their cart.
NectarSpot team created custom IG (Instagram) audience and targeted them using Dynamic Ads. Dynamic ads, created for MOFU (Middle of Funnel Users) automatically shows each viewer the most relevant product(s) and ad creative(s) - Image, Video etc.
across Facebook/Meta, Instagram, Audience Network or Messenger, based on the actions they’ve taken. When we uploaded the product catalog, users saw items they abandoned in their carts, or new product recommendations that are relevant to them.