Headline
How we lowered Wowcher’s CPL and increased net revenue in just 3 months.
In mid-2022, Wowcher, a UK-based company founded in 2010, sought a new creative-led social agency with in-house capabilities to revamp its ad content. With performance on Meta stalling due to iOS14.5 and changes to cookies, Wocher chose Spin Brands to manage their Meta Ads, TikTok Ads, Pinterest Ads, and Living Social. The goal is to drive website leads, increase website revenue, boost app installs and generate more app revenue.
How do you tackle promoting a catalogue of 30,000+ products?
As a “deal-of-the-day” brand, there is a vast number of promotions going live and expiring d, daily, which makes it difficult to manage efficiently. Combining this with the fact that there are over 30,000 unique products on the site, there’s quite a bit of work to be done across all account levels.
This is quite a challenge on paid social channels, as creative wins in almost all cases. Whichever brand has the best creative will come out on top, assuming all else is equal. Thankfully, not all else is equal. Wowcher wins on price in most instances, and they have an extremely robust re-engagement strategy via email, SMS, and push notifications.
In addition to the above, Wowcher is also running across four different channels in total (Meta Web, Pinterest Web, TikTok Web, Meta App) and has set KPIs for each channel.
Utilise catalogue sale campaigns and optimise for the top-performing product of the week.
To address these challenges, we implemented a consolidated and simplified account structure whilst heavily increasing the volume of creative ad content. This included developing a stronger focus on visually appealing content and leveraging data-driven insights to inform ad targeting and messaging.
In addition to this, we changed Wowcher’s strategy to focus on catalogue sale campaigns - which dynamically present the most relevant products to people. We utilised Wowcher’s weekly stats on the best-performing products and funnelled a large amount of our budget through this product set each week.
The results of these efforts were, off the bat, impressive. The new ad content resonated with Wowcher's target audience and contributed to a reduction in cost per lead of 19% and an increase in ROI of 22%. The streamlined account structure also created a more agile and responsive approach to changes in the market.
Overall, Wowcher's partnership with Spin Brands has been successful in helping the company adapt to the evolving social media landscape and maintain its position as an industry leader.
