Limas e-commerce case study
- Targeted approach to the target group through emotional and trust-building content
- Outstanding results with high ROI and low costs
- Successful retargeting strategies
1. the customer
2. The challenge
3. The goal
4. The solution
Target group analysis
Content strategy and creative
Campaign structure
Retargeting
5. Results
6. Conclusion
The customer
Limas was founded in 2015 and specializes in the production of ergonomic baby carriers. The company focused on handmade quality and innovative design. Over time, Limas expanded its product range and increased its market presence. The brand was relaunched as “Stokke Limas” following the takeover of the company by Stokke, while continuing to offer and further develop the proven products.
The challenge
The goal
While the main aim was to boost product sales, the campaign was also about increasing brand awareness. Especially for new brands or those that have yet to establish themselves, it is important to reach a broad target group, particularly expectant parents and young families. In the area of children’s and baby products, trust is crucial. Parents are looking for products that are not only functional, but also safe and of high quality. Therefore, the campaign should aim to build trust and credibility.
The solution
Target group analysis
In order to set up a targeted strategy, we created a target group analysis with a persona. Personas illustrate typical representatives of a target group. This involves, for example, demographic characteristics (age, gender, marital status, professional status, income), psychographic characteristics (values, lifestyle, purchasing behavior), needs and pain points (safety and health, practicality, time savings).
As this topic is a very emotional one, it is easy to reach the desired target group. The mainly young mothers or mothers-to-be of this generation spend a lot of time on all social networks in their everyday lives, which made it easier to address the target group.
Content strategy and creation
1. Emotional appeal is represented by happy parents and children in everyday situations, while positive and warm colors are used.
2. Safety and trust are highlighted by emphasizing safety aspects, certifications and seals.
3. Before-and-after illustrations or explanatory images provide a clear focus on problem solving.
The creatives should therefore be emotional, yet informative. A customized content strategy that is ideally tailored to the target group, both visually and textually, ensures that the attention of the target audience is precisely addressed.
Campaign structure
The campaign structure for meta ads is often divided into different phases in order to address the target groups along their customer journey. This structure optimizes the ads and content strategies depending on the stage the buyer is at. The campaign structure is divided into three phases: Top of Funnel (TOFU), Middle of Funnel (MOFU) and Bottom of Funnel (BOFU). TOFU focuses on increasing brand awareness with emotional content and a broad appeal to the target group. MOFU is about deepening prospects through retargeting and building trust with more detailed content such as test reports or social proof. BOFU aims to convert these prospects into buyers by offering special offers or discounts to encourage the decision to buy. Each phase focuses on gradually leading the target group closer to a purchase.
Retargeting
Retargeting is an effective method of winning back potential customers who have already shown interest in a product but have not yet converted. Especially for products such as children’s and baby products, which often require more intensive research, retargeting is crucial to promote the completion of a purchase.
Retarget website visitors
Parents often visit a website and look at certain products without completing a purchase. With retargeting, you can target ads to these visitors to reignite their interest. By showcasing the products they have viewed in the ads, you keep the brand in mind and give users an incentive to continue purchasing. This strategy is particularly useful for products that require a higher purchase decision or a longer consideration phase.
Address shopping cart abandoners
Shopping cart abandonment is a common challenge in e-commerce. Many parents add products to their shopping cart but abandon the purchase, whether due to uncertainty, distractions or other reasons. With retargeting, you can target these users by displaying dynamic ads that show the products they have already added to their shopping cart. Such ads remind shoppers of their selection and often also offer discounts or special promotions to encourage completion.
Basically, it is important to test different ad formats, creatives and target groups, e.g. by split testing, to find out what works best. KPIs such as CPR, CPC, conversion rate or ROAS should always be kept in mind in order to be able to react quickly to changes.
Results
The results were excellent and made the customer very happy.
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ROI auf Facebook von 7-8
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CPC von 1,13€
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Durch direkten Absatz seitens des Kunden, ohne zwischengelagerten Händler, konnten enorm hohe Margen mit hilfe der Kampagne erzielt werden
Conclusion
Take the first step towards more conversions today and increase your reach with a customized Meta Ads strategy!
