Abel & Cole Paid Social Strategy

I worked on Abel & Cole's digital paid social strategy - from strategy through to content and execution. I structured our campaigns into a three part funnel, with creative aligned to each step of the journey: 1. Awareness: top of funnel boosted brand posts and video, to bring to top of mind, inspire and engage. 2. Discovery: targeting lookalike and interest based audiences with content unique to each segment to serve customers products and reasons to shop that are specific to them. Optimised for conversion. 3. Consideration: retargeting anyone who reached site within 30 day window, bringing them more specific service focussed reasons to shop to encourage them to convert using animated, direct response creative. Retargeting was split into two types: by campaign, by product. Optimised for conversion. Key to this were the creative and audience insights gained across the year, an account restructure and new bid strategy. Year on year there was a +120% increase in purchases and -64% cost per purchase.