Retail Case Study: YOYOSO

INTRO & OBJECTIVES

The Problem

With all clients, we value the business we do together like a partnership, and consistently strive to create great results that demonstrate a true return on investment and support growth.

2020 was an unprecedented year for most businesses with the effects from Covid with multiple lockdown scenarios across New Zealand causing instability nationwide.

With consumers unable to step foot into their local shops and with the loss of valuable overseas tourists, businesses including YOYOSO had to find new ways to maintain sales volumes to minimise the financial impacts.

YOYOSO engaged with Flow Marketing to help and solve 3 critical issues:

  1. Maintain sales volumes similar to the year prior, throughout the global pandemic. 
  2. Educate consumers about what YOYOSO is.
  3. Increase store foot traffic during the Christmas season.

THE SOLUTION

ENGAGING DIGITAL CONTENT

In collaboration with YOYOSO, Flow Marketing developed a series video content pieces that showcased consumers’ shopping experience, product range and the brand’s global credentials. We then promoted them on Facebook, Instagram and YouTube – alongside static ads and DPA ads for their e-commerce products.

TARGETED DIGITAL ADVERTISING
Ads were served to the target audience across Facebook and Google’s suite of products, to ensure that the content we had created was distributed cost effectively with no advertising budget wasted.

The ads were geographically targeted within a 10km radius of each of YOYOSO’s 12 physical stores across Auckland, with ad copy specific to each location.

ECOMMERCE
Flow also set up full ecommerce tracking and Dynamic Product Ads (DPA) with remarketing to support sales volumes that were impacted from the adversely-impacted in store traffic. These ads dynamically displayed products from the online store relevant to a recent website action the consumer made.

Thankfully, we were able to meet our objective and YOYOSO was able to retain consistent sales volumes to the year prior, even throughout COVID-19 protocols.

RESULTS TO DATE

0
MILLION

IMPRESSIONS

0
percent

TRAFFIC INCREASE

0
THOUSAND

VIDEO VIEWS

0
THOUSAND

FB CLICKS

The Results

Campaign Dates: Aug-December, 2020.

FB results:
Reached 237,759 unique consumers
796,000 impressions
Frequency 3.35
Cost per click
447,000 video plays
26,500 clicks

 

Google Results
356,088 impressions
Frequency: 1.4-1.9
88,402 video views

During the 4 month campaign period, we contributed to a 312% increase in website traffic to yoyoso.nz.

Sales were maintained, as per the brief.

We also gained over 1 million digital impressions to help YOYOSO continue business momentum and growth off the back of a disruptive 2020.

Not only did we generate mass awareness for YOYOSO and drive high volumes of website traffic, we helped them communicate their product offering and why customers love the in store experience – attributing to then increased sales performance.

By using a multi-layered approach, we were able to help push consumers through the sales funnel.

With a phased approach and off the back of these results we are now working on YOYOSO’s Brand Story and in the process of launching a new website to support the business growth and online demand.

2020 Traffic:

Campaign Period vs. Previous Year:

SOME OF THE MAIN REASONS FOR OUR SUCCESS:

Accurate ad targeting

We were able to serve up relevant digital advertising

Social proof based video content

Daily optimisation and monitoring of all ads

We reached users at the right time and place to help encourage store foot traffic

A clear idea of the target audience

Multiple creative formats were used and optimised accordingly

For more info or to discuss your business goals and how we can help you to achieve them, please contact info@flow.co.nz

GET A QUOTE

Looking to grow your business? Tell us about what you’d like to achieve, and we’ll respond within 24 hours with a plan of attack.