Makedo

Preparation: Attracting new leads with a competition lead generation campaign

Nat and the Megaphone team started with a strategic lead generation campaign to build a robust database of new potential customers.

The strongest plan of attack? A competition.

The benefits of a competition — building an email database of interested window shoppers at a low cost — were twofold.

One, it would help create brand awareness; two, the email database would become a useful asset in upcoming promotional periods.

Already aware of the power of having a warm email list, Makedo was keen to test this out. So the whole team got together for a workshop session and crafted the right messaging (based on data from the competition itself).

The added bonus? The competition data allowed for better targeting and segmentation for future marketing efforts, leading to even higher conversion rates.

Many new leads were generated, and website traffic increased significantly. With Black Friday just around the corner, the next step was to strike the hot audience with an irresistible offer.

Creating an offer that was too good to refuse

At first, the client had a few Black Friday offers in mind, however, they were slightly overcomplicated.

So the team went back to the drawing board to stress-test which offer would drive the most overall revenue. After looking at the previous Makedo account data, Nat’s team presented the ideal promotion structure. This discount deal would not only stop the scroll but also entice people to make a purchase.

The offer looked like this: one strong promotion based on a tiered system (15% to early VIPs, up to 20% over Black Friday and up to 20% over Cyber Monday).

Once the offer was locked in, the team strategically sent out an email announcement to the database and then hit them with another front-of-mind touchpoint with targeted Meta ads.

Across the board, this rollout resulted in a fantastically low CPA of $0.79.

Building a collection of eye-catching strategic creatives that drove sales

Creating the perfect offer was merely one part of the equation. Creatives that stopped the scroll were the other.

So, the Megaphone creative team developed a series of eye-catching creatives highlighting the product’s main benefits and the brand’s unique selling points. It was just as important to emphasise the sales offer with an unmissable overlay. The fuel on the fire here was Makedo’s already existing (and strong) creator network. With so much content to leverage, the team could test more diverse creatives, faster; which meant more sales and a better ROAS.

By using a mix of static and video creatives and incorporating user-generated content (UGC) for authenticity, Megaphone was able to connect with the target audience on a deeper level and drive much higher engagement and conversion rates.

Targeting the right people at the right time (and expanding internationally)

Before, during and after the Black Friday period, Nat and the team needed to make sure they were targeting the new leads acquired through the competition in the most cost-effective way possible.

The core of this part of the strategy was a retargeting ad set. These ads were tailored to nurture leads and drive conversions, ensuring that Makedo remained top-of-mind during the critical Black Friday/Cyber Monday period.

The US-based audience went crazy for the Cyber Monday sales, but it was the flawless expansion of targeting to the Australian market during this period that most delighted Paul, Johann and the team, tapping into new audiences and driving additional revenue.

The expansion from the US to Australia was so successful that Makedo ran out of southern hemisphere stock and had to go on pre-order!

Extending the Black Friday sale to keep momentum strong

Once the sales started to pour in from the US and Australia, Megaphone wanted to make sure it wasn’t a flash in the pan. To keep the snowball effect in motion, we extended the Black Friday sale for an extra couple of days, keeping the excitement and buzz going.

This decision paid off as they saw a surge in sales on the extended days, with many customers taking advantage of the opportunity to grab deals before they were gone.

This also gave Makedo a chance to reach out to any potential customers who may have missed the initial sale period and encourage them to take advantage of the extended offer.