Since The Lucky Knot has such a large and ever-changing inventory of fantastic products, the team had to cook up a strategy that allowed us to test and scale multiple products, angles, and offers efficiently within the allocated budget.
We did this by utilising multiple formats of Facebook’s dynamic ad creatives, including instant experiences, canvas ads and dynamic product ads. These formats allowed us to optimise which products are shown to each customer based on interaction, purchase behaviour, and other data points.
We also took an omni-channel approach to social marketing from the get-go, running ads on Facebook, Instagram and Pinterest simultaneously. The addition of Pinterest gave the brand a really great stream of newly introduced cold traffic who were primed to buy!
Once we understood which types of products customers were purchasing, we worked closely in collaboration with The Lucky Knot team to devise some scroll-stopping creatives that pushed the products most likely to convert customers. For this particular demographic, we found that short, “TikTok-style” content with unique transitions produced the best results.
With these key strategies in place, we were able to scale budgets aggressively, allowing them to achieve their biggest month ever within the first 60 days of working with us. We continue to use these same strategies to keep up with seasonal changes and trends.
The challenge was identifying an irresistible offer from among The Lucky Knot’s large product offering. Being a more established brand, The Lucky Knot has a fairly large inventory and sells a myriad of different designs. We needed to find how to cut through the noise with a few hero products in order to gain scalable momentum.
We find that this is a hurdle when scaling most brands with origins in brick and mortar or wholesale. Brand owners can feel like they are banging their heads against the wall when their in-store offers do not translate to eCommerce.
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