Performance Marketing for Celebrity Engagement Platform

About the Brand

The client is a leading Indian startup in the celebrity engagement platform, connecting Celebrities and Influencers with their fans through personalized celebrity video messages and wishes.

The main objective was to increase the daily order number while reducing the CPT for Google and Facebook Ads.

Approach

Setting up the Tracking : The existing website had many issues with tracking and pixel hygiene, So the First step was to implement pixel tracking using GTM.

Tracking setup

Sharing the list of events that we want to track and ask the developer to push those events and parameters in the DataLayer.

Making the Tags, Triggers and Variables in Google Tag manager and testing them for specific events.

Check if all the necessary parameters are passed for each event.

Test events in the Facebook Events manager and confirm the tracking

Facebook Campaign Structure

A detailed campaign structure with bifurcated funnel stages for optimum utilization of ad spends.

TOF : For acquiring the new users and educating the audience about our service, this funnel stage was further divided into several steps with regards to different experiments.

MOF: Targeting the users who previously engaged with our brand on either on Social Media or Website and providing them with special offers to increase the conversions

BOF: Retargeting the users who became our customers with newly onboarded celebrities and offers.

Which strategy worked Best?

1) We targeted the customers who placed orders twice or more times in a specific timeframe and created a lookalike audience of the same (worked like magic!)

2) Requested the anonymized customer data from the client and bifurcated it on the basis of monetary value, i.e how much they have spend on our platform and created 4 categories (Bronze, Silver, Gold, Diamond)

We then created a lookalike of the same (Bronze, Silver, Gold, Diamond) Audience and tried multiple variations, scaled the performing ad sets and paused the non performing ones.

3) Targeting Broad Interests and narrowing it down by specific Behaviours worked great for TOF audience.

Google Ads

1) Optimizing the Brand campaign with extensions, Image extension was the main factor (famous celeb face leads to increased clicks)

2) Regularly refining the search terms in Phrase and Broad Match Ad Groups

3) Testing Performance Max campaigns with multiple asset groups

4) Video Ads for YouTube, targeting audience with interest in specific shows and channels on YouTube and showing them ads, highlighting the celebrities who played a role in those shows and tv serials.

Conclusion

As a result, we were able to scale the campaign conversion from 20-30 orders per day to 70-80 orders per day, on some days crossing 100 orders per day.