Cold Instagram traffic, Meta and Google retargeting, and automated email
Instagram videos introduce the brand to people who have never heard of it, retargeting brings back those who showed interest, email converts abandoned baskets, and customers join a community that gets the latest news first.
- Cold traffic campaign60%
- Dynamic catalogue and reviews15%
- YouTube, Discover and Gmail10%
- Capturing branded searches10%
- News for customers5%
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Cold trafficDays 1–14
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Short videos that introduce the product to people who do not know the brand. Three hooks are tested on the same message, and the algorithm shifts spend towards the best-performing combination.
- Creative
- 3 videos with different hooks · 2 primary texts · 2 headlines
- Format
- Vertical 9:16 Reels and Stories
- Audience
- Broad, excluding customers and recent visitors
- Frequency
- 2–3 impressions per person per week
- Refresh
- New hooks when frequency rises and CTR drops
- Metrics
- 3-second retention, CTR and cost per visit
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IfWatched at least 50% of a video, engaged with the account or visited the website in the last 30 days
RetargetingDays 2–30-
People who viewed products see ads featuring those same products; people who only watched the video see customer testimonials and ratings.
- Audiences
- Product page visitors in 7 days · engagement in 30 days
- Creative
- Dynamic catalogue and 2 testimonial videos
- Exclusions
- Buyers from the last 180 days
- Frequency
- Up to 1 impression per day
- Metrics
- Cost per purchase and return on ad spend
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Visitors see the product in use and customer reviews on YouTube and Discover while they are still comparing options.
- Audiences
- 30-day visitors and subscriber list
- Creative
- Horizontal and vertical video, product images
- Placements
- YouTube, Shorts, Discover and Gmail
- Metrics
- View-through conversions and branded searches
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When users search for the brand or category after seeing the ads, the campaign bids more aggressively so they buy from the store rather than through a reseller.
- Campaigns
- Brand search and Performance Max with a product feed
- Signals
- Visitor and customer lists
- Adjustment
- Higher bids for people who have already visited the website
- Metrics
- Brand impression share and cost per purchase
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IfLeft their email address or added products to the basket without buying
Email automationHours 1–72-
Reminds shoppers of the products in their basket and answers common questions before resorting to an incentive.
- Email 1 · 4 hours
- Reminder featuring the products in the basket
- Email 2 · 24 hours
- Reviews, delivery and returns
- Email 3 · 72 hours
- Last call, with an incentive only if the margin allows
- Exit
- The sequence stops once a purchase is made
- Metrics
- Revenue per recipient and recovery rate
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For people who subscribe without buying: an introduction to the brand, its story and its best-selling products.
- Email 1 · immediate
- Welcome and subscriber benefit
- Email 2 · day 3
- The brand story and how the products are made
- Email 3 · day 7
- Best sellers and customer reviews
- Metrics
- Order rate and unsubscribes
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IfMade a purchase
Post-purchase and communityDays 3–60-
Follows up on delivery, asks for a review once the customer has used the product and suggests complementary items.
- Day 3
- Product use and care guide
- Day 14
- Review request
- Day 30
- Complementary products
- Metrics
- Reviews received and second-purchase rate
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Customers become an owned audience: they see launches before anyone else in Stories and receive news via WhatsApp or direct message.
- Audience
- Buyers from the last 180 days
- Content
- Launches, customer content and behind the scenes
- Channels
- Stories, broadcast list and direct messages
- Metrics
- Repeat purchases and 90-day customer value
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