The Situation:
Facebook had proven itself to be a great platform to segment an audience. I was able to do with the Spark Outbound team when it came to our client, Deny Locks. Deny Locks make specialty locks for Yeti Coolers as well as other high-end coolers. In June 2020, we were asked to create a different type of campaign to help build sales for their locks. The situation was that our past campaigns were to drive customers to the online store to purchase the locks. In Spring 2020, Deny Locks were finally able to get their locks in stores. Due to the change that Deny Locks were being both sold in stores and online, we did not want to develop a campaign in which one would cannibalize the sales of the other. With research, creativity, & a well-executed plan, we developed a concept that is still beneficial to Deny Locks today.
The Task:
We decided to create an awareness campaign designed to keep Deny Locks top of mind so the buyer would either purchase online or in a store. The first platform to execute the video marketing campaign was on Facebook.
The Action:
We were able to see from our research that the Yeti Coolers were dubbed as “The Redneck Rolex” and that the thefts of these coolers were on a steady rise. With the rise of cooler thefts in mind, we decided to create the video ad using the news article headline to help sell the point that their “investments” should be protected with a strong cooler lock, not an easily breakable cable lock.
Deny Locks “Alert” Video Ad:
Once the video was approved by Deny Locks, we decided to segment the audience and run the ad to the most appropriate audience. Using the information from the news articles, we were able to see that the target audience would be:
- Male
- In the Southern and Gulf states in the US
- Leans conservative
- Hunters and/or fishers
- Listens to talk radio shows like Glen Beck, Rush Limbaugh, etc.
We built a campaign based on these indicators as well as a lookalike audience that may fit this profile that we may have missed. We then cloned this concept with Google Ads and YouTube ads.
The Result:
From our end, the Facebook campaign shows that the chosen audience is cost-effective as the cost per result never reaches higher than $0.01 (one cent) with the lowest cost per result being $0.003 (three-tenths of one cent) in January 2021. As of September 2021, the video ad has 526,580 ThruPlays and 638,161 impressions.
From Deny Lock’s end:
- The sales have been increasing month over month since the campaign.
- The brand searches for Google have been driving a vast majority of sales.
- The brand searches on Amazon have also driven a huge amount of sales with the most effective searches being:
- Deny locks for Yeti
- Yeti Lock
- Lock for Yeti
- The online sales usually happen on the 3rd visit to the website.
And due to the success of the “Alert” campaign, we were able to continue the steady growth in sales by providing both video views retargeting campaigns to those who already viewed the video ad as well as web traffic retargeting campaigns to those who visited the site.
