Conversions from social are up 135% year over year within 4 months.
Vitamin World needed to reach new target audiences and expose them to the brand. One way we accomplished this was by using social media advertising to specifically & uniquely target prospects at the top, middle, and bottom of the search funnel. This effort increased Facebook fans by 2,557%, saw brand mentions jump 936%, and increased social referral traffic to the website by 416%.
Vitamin World operates in a highly competitive ecomm space selling vitamins, supplements, and general nutrition products online. In early 2015, Vitamin World was in the midst of broad social media marketing campaign. Their goals were to increase brand awareness & exposure, grow their followers for remarketing opportunities, and increase targeted traffic to the website.
As part of this general effort, we knew that paid social media advertising was a very unique opportunity for Vitamin World. It represented a space which would allow us to get very specific and targeted with the outreach to customers across the entire search funnel. Thus, the challenge for V9 was to develop unique strategies that would resonate across each respective level of that funnel.
The goals & objectives for the advertising campaign were relatively straightforward:
- To drive brand awareness & exposure. Growing Vitamin World’s brand recognition was by far, the #1 objective.
- To build credibility & authority both in the industry and in minds of consumers.
- To increase all social media referral traffic to website.
- To increase conversions. For Vitamin world, this means one of four specific things:
- Visits to the main Vitamin World site.
- Visits to the store locator pages
- Email sign ups
- Placing an item into a shopping cart.
The strategy that we developed focused on targeting users at the top, bottom, and middle of the search funnel. For each respective level, we identified a unique audience, a unique message, and unique techniques which would be given to each. The ads would be disseminated across all major social media channels.
Top of Funnel
Audience: We identified this audience as people who fit the Vitamin World Persona, but were unfamiliar with the brand. Typically they are the sort of people who exude a healthy, fit lifestyle. They are probably active in the pursuits of fitness, being healthy, doing sports, and generally taking care of themselves. We were able to identify this audience via their listed Facebook profile interests. Using this method, as well as Facebook lookalike audiences, we were able to generate a list of over 2 million people to target.
Message & Techniques: The message for this group revolved around promoting a lifestyle, not products. We sought to expose them to the brand by running content which promoted the lifestyle they enjoyed, and the ads run sought to connect with them at this very broad level. Similarly, we also natural and organic themes which we believed would resonate with these customers.
We ran ads with a mix of original paid placements and retargeting. General ads were put in front of the audience listed above. We used retargeting for people who had visited the Vitamin World website, but had not yet ‘Liked’ them on Facebook.
Middle of Funnel
Audience: This audience was comprised of people who were much more familiar with the brand and had some level of engagement with it already. We segmented this group as users who had actually visited a unique product page (regardless of what it was), not just the Vitamin World homepage. As such, it was safe to assume they had a much higher level of interest and familiarity. Additionally, we knew quite a bit about them already through tracking methods given cookie placement after their site visit.
Message & Techniques: For this group, we used targeted ads which were specific to the type of content pages they had visited. For example, if someone had visited a protein powder page, the ad message centered around lifting. If they had visited an herbal page, the ads were about natural recipes and other organic products. In all cases, the primary method by which we were delivering the message was with focused retargeting.
For this group we also ran Facebook Contests with the goal of winning an opt in for the Vitamin World email list. By placing ads in front of known customers, as well as prospects, we were able to drive significant email sign ups.
Bottom of Funnel
Audience: This group was for people who were already quite familiar with the brand. This broke out into two groups: the first group were those who had actually purchased a product, or were part of the Vitamin World loyalty club program already; the second were those customers who had started a shopping cart but abandoned it before purchase.
Message & Techniques: For existing customers, we ran retargeting campaigns 45-60 days after purchase. All of these ads centered around promos and deals for a re-stock of the supplies which had already been purchased. For the cart abandoners, the message was similar, but we did it much sooner in order to try to coax a faster purchase.
Finally, we also realized that a healthy proportion of our bottom of funnel customers were in proximity to an actual Vitamin World location. As such, we ran local awareness campaigns for those in proximity to a store (3 miles for a mall location; 15 miles for an outlet).
Bottom Line: Conversions from social are up 135% year over year within 4 months.
Follower Building Campaigns (TOFU)
- 62,866 new page likes of targeted people
- 1247 users initiated checkout
Contest Promotion Campaigns
- 8,514 users opted-in to be on Vitamin World email list
- 47,818 total clicks on ads
- 5,381 users initiated checkout
Engagement / Brand Exposure Campaigns
- 36,828 post engagements
- 25,300 post likes
- 620 post comments
- 4541 post shares
- 1505 link clicks
- 226 page likes
- 1,257 users initiated checkout
Retargeting // Conversion Based Campaigns
- 608,016 people reached for 48075 clicks
- 10,464 users initiated checkout