Account and Campaign Audit: We believe there is an importance in following best practice on the platforms, so we ran an account and campaign audit, to help identify what’s working and what isn’t. This helped us identify quick wins and longer term projects the accounts can benefit on.
Testing: We identified testing opportunities we can take advantage of, for example if we pool our campaigns and budgets into campaigns for all drinks, or if it works better to have specific campaigns for each type of drink. The results from these tests have informed our strategy and way of working going forward.
Reactive Turnaround Time: We understand that sometimes things need to be actioned quickly to help the business achieve their goals, so we ensure our campaigns are turned around within an agreed time which becomes part of our service level agreements with our clients.
A Focus on Conversion: As we know that we need to make the media budget work as hard as it can, we focus our efforts on conversion elements within the funnel. As O’Briens has good awareness throughout Ireland, we can optimise to elements further down the funnel such as website purchases.
Audience Testing and Development: We have put effort also into building highly efficient and effective audiences, including lookalikes and custom audiences. This allows us to benefit from 1st, 2nd and 3rd party audiences, helping us to deliver effective targeting, segmentation and outcomes. We consistently run tests to ensure we are delivering the best value possible.
Reporting: In depth weekly and monthly reporting, to identify opportunities for improvement and further expansion. Using a data led approach, to create actionable insights that are fed back into the campaigns.
Team: A highly specialised and cross-functional team work on the account, meaning they drew in inspiration and knowledge from similar accounts they work on, past and current. This means that O’Briens Wine benefits from other work the agency and team are doing within the industry and wider ecommerce space.
Policy: With advertising alcoholic beverages, it comes with its own policy which we have to ensure is followed and accounts whitelisted.