The challenge

The Work’s annual objective was to increase revenue whilst maintaining efficiencies. The target was to generate a 30% increase in revenue year on year whilst maintaining ROI.

The Broadplace approach

Broadplace’s overall strategy was to ensure that The Works were able to reach the wide range of audiences that their products catered for, across all platforms and solutions that were necessary. This was achieved using a combination of categorisation, prioritisation and automation.

With The Works having such a large inventory of products but also demanding ROI targets, Broadplace recognised that it was important to ensure that the campaigns provided the best coverage of these products to the users that were in-market to buy. It was necessary to create campaigns that were able reach those at all stages of the conversion path, from generating awareness and interest in the discovery phase, through to those ready and intent on purchase.

A structure was created across Google, Facebook, and Microsoft that enabled The Works to reach users during all points on their purchase journey, for all of the major product categories. This categorisation was important, as it enabled Broadplace to control the ROAS and budget flow for each product type, which with seasonality and demand changes was very important.

The results

Broadplace’s work exceeded everyone’s expectations. The agency achieved 104% revenue increase.

The return on investment improved by 66%. And whilst online visits are increasing by over a third, the impacts on their offline business improved too, with footfall to stores and store visits increasing by 88%.