The Strategy

Right off the bat, the first challenge we encountered was that CAPI (Conversion API) had not yet been set up within the account. While we were still expecting strong results on platform, only conversion event tracked via the pixel would be recorded. Challenge accepted.

The first thing we did was look at the activity we had been running so far. As we had only started working on the account, there wasn’t a massive amount of data and learnings to lean on. However, we had run enough to know where our best audiences were and where we would be able to spend our budget most efficiently. To be able to spend effectively we had to nail the audiences, and this led to us prioritising the small but useful amount of retargeting data we had received so far. Our five highest spend audiences were all planned to be retargeting audiences, with prospecting taking a smaller portion of the budget for this campaign.

While our targeting was important, our use of creative was the real key to this campaign’s success. Conversations with the client and their retail partner highlighted the importance of caps in these special edition collections. We tasked our creative team with highlighting this ‘hero’ product within our content. This led to an excellent creative offering. A static image of the Miami cap, a carousel of images with the Miami cap as the first carousel card and an animated image of Lewis Hamilton wearing the cap with a slight animation added by our creative team. This creative focused on our three major selling points. The cap was our strongest product, Lewis Hamilton was our most popular and marketable driver and the creative had a common ‘Miami’ theme to captialise on the excitement surrounding the first ever Miami Grand Prix.