Developing a cross-channel messaging strategy to back smarter media buying
IndieWhip is a Branded Entertainment Company based in Providence, Rhode Island
We brought Marshall in to refresh the media strategy on a client for whom we were producing creative assets, as well as providing the media strategy and ad-buying - especially paid-search, where the company reached a level of stagnation amongst competition while running the program themselves. Marshall overhauled the account to meet SEM best practices which immediately improved performance while also making it more efficient to manage with a proper campaign structure. As a result ROI improved across brand and non-brand campaigns and as a team we were able to get better insight into how potential customers were thinking about the category.
By improving the quality of traffic to the site, not only did it reduce the amount spent on unqualified searchers, it also drove a net increase in sales directly from the paid search traffic. And with a more qualified audience of those who were interested but weren’t quite ready to complete their purchase at that moment we were able to build the remarketing program, not just within search but within social as well.
"It wasn’t just about the creative, it was HOW the creative worked on the platform, and most importantly, how effectively and accurately Marshall’s work helped serve that creative."
Marshall and team built out a Facebook program using information we already knew about the customers, combining it with new insights from the search program. Using the videos and static advertisements we created, and crafting a message based on results of ad copy testing in search, the paid social channel drove strong sales from the start. In fact, the result was the strongest sales and conversion momentum the company had ever seen - even in their slowest season, nonetheless. It wasn’t just about the creative, it was HOW the creative worked on the platform, and most importantly, how effectively and accurately Marshall’s work helped serve that creative.
It was truly a holistic approach to comms planning with all parties involved in both the messaging and buying aspects. With weekly calls to discuss reporting, we worked as a team to create a marketing plan that continues to drive positive returns for the client.
Chandler Quintin
Owner, IndieWhip