Client Overview

Gifts & Keepsakes is renowned as Australia's preferred online destination for personalised gifts and keepsakes, building on the success of its sister company, The Christmas Cart. The company excels in offering products that not only celebrate but also commemorate life's special moments. With an array of gifts that can be personalised, the store ensures each item is as unique as the recipient, offering direct delivery with options for beautifully wrapped gifts and hand-written cards.

The Challenge

With the Easter season approaching, Gifts & Keepsakes aimed to capitalise on the period to boost sales of its themed products, including Easter decor, hats, personalised gifts, and festive bags and buckets. The primary challenge was to achieve maximum impact while adhering to a stringent budget and time schedule, making efficient use of advertising spend crucial for success.

Our Strategic Approach

To meet this challenge, our team decided to implement Meta’s new Advantage+ shopping campaigns. This innovative tool is designed to streamline the advertising process using machine learning, thereby optimising campaign efficiency and effectiveness with minimal manual input.

Advantage+ shopping campaigns, part of Meta’s suite of automated products, promises less setup time and targets valuable audiences more effectively than traditional methods. By simplifying the creation process—reducing the need for multiple campaigns with varied targets and creatives—this approach allows for a broader reach to potential buyers likely to make a purchase.

The use of Advantage+ not only streamlined campaign management but also helped keep our management fees to a minimum, thus maximising the client’s return on investment (ROI).

Campaign Results

The implementation of the Facebook Easter campaign through Advantage+ was a resounding success:

• Sales Generated: The campaign drove over 150 purchases, resulting in total sales of more than $5,700.
• Return on Ad Spend (ROAS): An impressive 10x, highlighting the campaign’s cost-effectiveness and profitability.
• Click-Through Rate (CTR): Achieved a strong benchmark of 2.44%.
• Cost Per Click (CPC): Maintained at an economical rate of $0.33.
  
  

Product-specific results showed that the Easter Hats, Easter Decor, and Personalised Easter Gifts ads performed exceptionally well, recording the highest sales and CTR. These ads predominantly used carousel placements, which proved to be highly engaging and effective at capturing audience interest.

Conclusion

The success of the Gifts & Keepsakes Easter campaign using Meta’s Advantage+ shopping campaigns demonstrates the power of leveraging advanced advertising technologies to achieve significant sales results while maintaining budget discipline. This case study serves as a benchmark for future campaigns, underscoring the potential of machine learning in transforming digital advertising strategies.

By adopting innovative tools and continuously refining our approach based on performance data, we can ensure that our clients not only meet their immediate sales goals but also enhance their overall market presence during key seasonal peaks.