Seedlip / Diageo Growing Sales with Social & Display Ads
When Automated Creative partnered with Seedlip and Diageo, we were asked to drive the brand’s e-commerce performance and uncover new insights that would drive product development and innovation.
The Challenge
The goal was to drive performance via Social & Display ads in Italy, Spain and UK whilst discovering the most effective written and visual triggers.
The Strategy
Auditing the existing Seedlip content, we reviewed the brand’s key themes and their audience’s triggers to purchase in three target countries: the UK, Spain and Italy.
We then created a strategy for optimising ads. We generated Social and Display ads at scale that refreshed over time, creating first party data Seedlip could use later on. All ads were then refreshed in flight, based on the data signals that came back from the audience.
The Result
Our work led to a massive increase in ad performance above benchmark: 4 times in the UK and Spain and close to 10 times in Italy.
Being empathetic to the audience’s reaction reduced content fatigue and improved the ads’ performance.
We also collated first party data into which cocktails, lifestyle, gifting, occasions themes drove sales for Seedlip.
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