BLENDING CHANNELS TO REACH YOUR CUSTOMERS
DATES: 2019
INDUSTRY: Online Gifting
CHANNELS: Meta Advertisinbg and Postie
OVERVIEW
Knack was an online platform for customized modern gift giving. It was acquired by Thoughtfully in 2021-2022. I was hired as their Digital Marketing Manager and was responsible for all paid media from 2019 to 2020. They were a seasonal brand with a growing market of new, larger competitors.
ACTION PLAN
I was tasked with sourcing new ways to expand our paid channels to better reach our target customer base for the holiday season and beyond.
➥ I partnered with Postie, a direct mail platform that blends existing and prospective customer data to execute direct mail and remarketing campaigns
➥ Direct Mail becomes an extension of our total advertising strategy
➥ Generates both lookalike and new prospects for both offline and online use
➥ Postie’s audience aquisition features allows for long-term value through email list building
RESULTS
✓ Achieved a return on ad spend of 1200% from direct mail alone in the 2019 holiday season.
✓ Increased Meta advertising revenue by over 30% with a ROAS of 700% in Google Shopping ads
✓ Implemented Direct Mail into our advertising budget and strategy for 2020, with plans to scale in existing metros as well as expand partner program and business gifting