A brilliant Scottish social enterprise, the Scottish Design Exchange supports over 300 artists nationwide. We partnered with SDX to translate the quirky yet luxurious feel of their physical stores online, with the aim of not only boosting their social presence but also driving traffic towards their online store.
During a tumultuous time, we needed to find a way to grow The Scottish Design exchange’s brand online to support the +300 artists across Scotland through a time of store closures and decreasing offline sales of 2020.
Initially, we created a brand awareness campaign to generate interest, engagement and drive traffic to the site. Guided by customer personas, we tested various interest audiences and creative, focusing on the locality of the artists and the variety and uniqueness of products available.
We then applied our learnings to a funnel structure by using winning audiences. This was blended with a number of retargeting techniques to re-engage website visitors, video viewers, social engagers, email subscribers and past purchasers, and lookalike audiences, to push users closer to transaction.
Integral to the success of the funnel campaign was the integration of the Facebook Catalogue and execution of Dynamic Products Ads (DPAs). These ads were set up to display the most enticing products to the right users automatically using carousels and collection ads. This was important for such a varied product catalogue, resulting in very strong CTR as well as sales.
After optimising for sales through sales-funnels in ads, we needed to make absolutely sure that all digital touchpoints were optimised, including organic social and email. We created a Content-CTA balanced schedule, highlighting artist tips and tricks, highlights, the benefits of shopping local, in-store promotions etc., allowing us to build the brand online and grow organic following by more than 230%.