The Client
Inspired by a father trying to prepare his son for middle school, Impart is a gifting eCommerce platform that seamlessly allows people to connect with friends and family to compile messages of love, encouragement, and life advice in a beautiful custom book.
Services
Facebook, Instagram and Pinterest advertising
Paid social media strategy
Pinterest platform strategy
Pinterest content creation
The Opportunity
As a new product, we wanted to remain cost-effective, by reaching people who were most likely interested in a gift. By targeting the right audience, we introduced them to a new gifting idea, perfect for their current gifting needs.
During the global pandemic, the value of staying connected and keeping a positive perspective were at the forefront of our minds. By sharing inspirational messages, community advice, and focusing on the ability to connect with others through a gift, we were able to resonate with the audience on a more meaningful level.
The Solution
Through digital advertising, we could efficiently build brand awareness by reaching the audience during key gifting moments in their life (e.g. bridal showers, baby showers, graduation). And by developing eye-catching Pinterest content, we could organically reach people when they were actively searching for the perfect gift.
The Results
Using a strategic mixture of social advertising campaigns optimized for new followers, brand awareness, engagement, and landing page views, we had a 210% average follower growth rate over the first six months across Facebook, Instagram, and Pinterest – 202% higher than the industry average.
Social ads were seen more than 8 million times by people during key gifting stages, inspiring engagements, video views, and clicks resulting in website visits. Ads had a 0.52% higher than industry average click-through rate (CTR), resulting in a higher than average volume of website visits.
Leveraging organic Pinterest products like Idea Pins, we were able to increase organic impressions by 173% over a three-month period.
“I’m so glad we trusted OnWard Digital Media to help us bring Impart to market. Olivia’s innovative digital advertising strategies and techniques helped us effectively and efficiently reach our target audience in an extremely competitive landscape.“
Lauren Cook, Head of Marketing, Impart
