Overview:
When I first arrived at California Closets, the luxury home storage solutions provider had yet to formalize its digital ad strategy across the North American market. Its 80+ locations were largely acting independently, resulting in inconsistent brand messaging, poor content quality control, and funds mismanagement. I implemented a digital plan which cut costs per lead in half, produced ROAS of 10x, and grew consultation requests by 110% through a multichannel approach which prioritized market segmentation and appropriate audience targeting.
$25 million
project revenue
10x
ROAS
Strategies:
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Internal Audit - I assessed utilization of leads per retail location, drafting a pivot table on a weekly basis to highlight outliers.
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Audience Segmenting - I increased efficiency in spend of our monthly $200k budget by first splitting segments into primary regions (east/central/west) to allow for more even spend of META ad dollars. Within demographic parameters, I focused on changing targeted audiences based on market. (ex. Target household income in Los Angeles would be much higher than Charlotte)
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Millenial Targeting - When I arrived, the customer profile typically skewed 50+. There was a clear opportunity to reach homebuyers in markets where the average age of upgrading homes (either from renting or a "starter") was younger.
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Digital Ad Overhaul - Clear CTA's. There were no video ads across META when I first joined, only static images. They relied heavily on brand recognition and beautiful photos. I updated content from just aspirational to videos that showcased the process from consultation to installation, with clear CTAs . My team and I identified an average of 4 digital touchpoints before a consultation was initiated. I organized retargeting efforts to lead potential customers down the funnel. CPL went from over $210 to under $120 for prospecting and as low as $55 for Retargeting.