Increase B2C Sales During the Pandemic

A woman-owned enterprise specializing in contemporary home goods, Seltzer Goods stands out among competitors by crafting products that spark creativity, laughter, and intrigue in observers.

Seltzer Goods faced a setback when the pandemic struck, causing a drop in sales like many other businesses. In response, they chose to boost their advertising expenditure to attract leads and guide them through the sales pipeline.

Seltzer Goods caters to two primary audiences: B2B wholesalers and direct-to-consumer sales. With B2B wholesale sales declining during the pandemic, the company pivoted towards bolstering its B2C market presence, capitalizing on the surge in e-commerce demand driven by lockdown measures.

The company's advantage lies in offering an array of entertaining home-based activities. For instance, their inventory includes unique puzzles and game books designed to keep customers engaged.

However, a significant hurdle emerged, Seltzer Goods lacked sufficient visibility in the B2C realm. To address this, they invested in a targeted advertising campaign on Facebook and Instagram, focusing on crafting imaginative ad copy, scaling budgets, and reaching out to new audiences.

Strategy: Crafting a Comprehensive Plan Despite recognizing the need for a social media advertising campaign, Seltzer Goods lacked prior experience in this domain. Consequently, they have connected with us where we have provided a tailored strategy from scratch.

Our initial step involved installing Facebook Pixel on Seltzer Good's website to gather crucial data on customer behavior and website traffic. This data revealed that the company's audience was predominantly active on Facebook and Instagram, shaping the core platforms for their advertising endeavors.

Opting to target a cold audience, we have implemented a See-Think-Do sales funnel approach. This framework sequentially focuses on raising awareness, encouraging engagement, and driving conversions, without employing retargeting ads.

Leveraging Facebook audience insights, we have precisely targeted potential shoppers, streamlining both time and cost. We have adopted a straightforward approach to ad creation and management, relying heavily on automation for ad placement. The products highlighted in their ads predominantly comprised home-based activities, particularly puzzles, aligning with the stay-at-home trend.

Keeping ad expenditure minimal, we have employed a one-day click delivery optimization, expediting the purchasing cycle. We have also conducted A/B testing on various ad creatives to gauge their effectiveness in driving conversions.

Results: Surge in Monthly Revenue and ROAS Despite embarking on their Facebook advertising journey from scratch, Seltzer Goods reaped substantial rewards. Their efforts led to a 25% monthly revenue increase and a remarkable 4.5X return on advertising spend (ROAS).

Furthermore, they achieved a staggering 785% increase in monthly revenue, accompanied by a 319% surge in clicks, a 105% rise in total brand impressions, and a 105% boost in click-through rates (CTR).

Throughout the campaign, Facebook and Instagram collectively accounted for 25% of Seltzer Good's sales, all achieved at a cost per acquisition (CPA) of under $10.