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Olivela’s $1 Million Pledge successfully raised donations and ignited conversations
and positive sentiment across social media. Not only did our ads help Olivela
increase their brand awareness, we also drove sales resulting in $100.2K in
revenue.
This philanthropic campaign fueled Olivela’s evergreen retargeting campaigns to
further increase sales and revenue.
The following metrics were from November 7 - December 31:
Please read the Process overview first.
Olivela went against the expert opinions of not only myself, but our paid social lead and their Facebook rep. They wanted to set up their ad sets in a very niche way by targeting each celebrity and their charity. For example, one ad set for Jennifer Anniston and one ad set for St. Jude. Not only did I struggle with targeting challenges, but creative issues as well. The celebrities and charity's representation were later seeing the creative live on their feeds and telling Olivela they were not approved, so I had to pause ads and/or launch new ones. The algorithm was consistently being reset almost on a daily basis due to unforeseen circumstances on Olivela's side.
Olivela is a philanthropic clothing retailer who believes giving back should be built
into every single transaction. Customers shop their favorite designer, fashion and
beauty brands while Olivela donates 20% of the proceeds to their partnering
charities.
Olivela partnered with various celebrities during the 2019 holiday season for their
$1 Million Pledge. This extensive and exclusive list included well-known celebrities
like Selena Gomez, Jennifer Aniston and Dakota Fanning.
When users clicked on a paid social ad or visited Olivela’s website, they’d have
the opportunity to subscribe to emails. When users provided their email address,
Olivela donated $5 to the partner celebrity’s charity. Olivela would continue this
for up to $1M in donations.
The objectives of the $1 Million Pledge were as follows:
1. Raise donations for several incredible organizations including: The WE
Organization, St. Jude, and CARE.
2. Increase awareness of Olivela’s brand, drive sales and new subscribers.
I diversified Olivela’s acquisition campaigns by launching a Conversions
Objective and Catalog Sales Objective (DABA) to acquire and attract new customers on Facebook and Instagram.
Through my evergreen static and dynamic remarketing campaigns, users who were top of funnel would be captured at the bottom. Evergreen shopping ads were displayed
to initial email subscribers that had Olivela donate $5. Visitors to Olivela’s landing
page via a partnering celebrity were re-served ads from the same landing page.
By implementing this full-funnel, tailored approach, Olivela’s $1 Million Pledge was
a success.
Olivela’s $1 Million Pledge successfully raised donations and ignited conversations
and positive sentiment across social media. Not only did our ads help Olivela
increase their brand awareness, we also drove sales resulting in $100.2K in
revenue.
This philanthropic campaign fueled Olivela’s evergreen retargeting campaigns to
further increase sales and revenue.
The following metrics were from November 7 - December 31:
Paid Ads,Paid Ads
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Product: Twitter analytics and growth app
Challenge: The platform acquired 1M free users organically but very few converted to paid customers
Project scope: Convert free users to paid customers by leveraging email marketing, content marketing and influencer promotions
Results: converted 10% of free users into paid customers, both premium and enterprise
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