How We Pivoted a U.K. Product’s Marketing Strategy During COVID
Client: Woven Labels UK
Service: Paid Ads
The COVID-19 pandemic caused a significant disruption for Woven Labels UK. With schools closed, there was no demand for their primary product: school name labels. Sales plummeted during the first six months of the pandemic as parents no longer needed labels for their children's school items.
The results:
Section Styles large-numbers
£11,000
in revenue generated after 4 weeks
700
sales after 4 weeks
Within the first four weeks, the campaign generated £11,000 in revenue and nearly 700 sales.
The ads also received thousands of comments, likes, and shares, demonstrating strong community engagement and increasing brand visibility.
Woven Labels UK traditionally used Google Ads and Bing Ads to target parents, their biggest market, for school name labels. However, the pandemic forced the company to pivot its focus to a smaller product category: woven labels for people who sew and make crafts.
Section Styles teal-gradient-text-boxes
The Challenge:
The Solution:
Woven Labels UK realized that their core customers, who bought labels for their kids, were unaware of their personalized craft labels for sewing, crocheting, and handmade items. To address this, the company shifted its marketing strategy to increase product awareness through Facebook and Instagram ads. The goal was to educate their existing customer base while expanding to a new audience of craft enthusiasts.
Implementation:
Setting Up Advertising Infrastructure:
The first step involved setting up a Facebook Ads Manager account, integrating the Facebook pixel, and configuring conversion tracking. This enabled Woven Labels UK to display ads to targeted audiences effectively.
Campaign Strategy:
A single campaign was launched with the objective of increasing online sales. Ads were shown to three specific audiences:
Interest-Based Audience: Targeting users with interests similar to Woven Labels UK's customer base.
Lookalike Audience: Using an email list to find users similar to existing customers.
Remarketing Audience: Targeting users who had previously interacted with the brand.
Ad Creation and Testing:
Several ads were created to test different ad copies and product images. A 15% discount was offered to encourage purchases. The ads generated a significant number of clicks, and unexpectedly, a high level of engagement. Daily comments from satisfied customers praising the products provided valuable social proof, boosting confidence among potential new customers.
Why this Strategy Worked:
-
Simplicity is Effective:
Simple campaigns, targeted audiences, and straightforward ads proved successful. The approach allowed for quick testing and learning, facilitating fast iterations and improvements.
-
Adapt to Market Changes:
With schools closed, the demand for school name labels vanished. Woven Labels UK successfully shifted focus to their craft and hobby audience, seizing the opportunity to grow this market segment.
-
Community Engagement:
The ads not only generated sales but also fostered a community where potential customers could ask questions and receive responses from existing customers. This interaction provided real-time reviews and testimonials, enhancing product credibility.
The conclusion:
Woven Labels UK's ability to pivot their marketing strategy during the pandemic highlights the importance of flexibility and responsiveness to market changes. By leveraging targeted Facebook and Instagram ads, they successfully increased product awareness, engaged with a new audience, and generated substantial revenue during a challenging period.
