“After working with Disrupt, we saw a noticeable increase in lead numbers. It was challenging to find targets due to the B2B nature, but we were able to grow more than twice as much as the previous year by testing a variety of interest-based customer bases and funnel-optimized conversion campaigns.”
CTKCLIP is a digital B2B beauty platform providing product development, branding, and logistics services in the Korean and global markets. Disrupt was commissioned to develop a strategy for increasing new website registrations and optimizing the cost per 'Sign-up'. Disrupt enhanced the multi-channel advertising strategy and content strategy through multi-faceted data analysis. After collaboration, an average monthly increase of approximately 290% in new registrations and a 16.5% improvement in cost per conversion were achieved, maintaining the partnership for over 1 year.
Phase 1 Marketing Analysis and Strategy Development
Platform and Past Advertising Data Analysis
Efficient ad material creation and strategy formulation required a deep dive into past data analysis and understanding. To comprehend the visitor journey on the website, various metrics such as views, clicks, and conversions were explored page by page and funnel by funnel. Additionally, a review of past advertising data was conducted to select and identify ad strategies that needed improvement and testing for continuous operation. Detailed scrutiny was given to costs, efficiency, and targeting settings for each campaign, ad group, and ad material.
Target Audience Research
Research was conducted to understand the interests, behaviors, demographics, and residential areas of the main target audience for ad targeting settings. Furthermore, to maximize the audience reach, additional target audiences that best aligned with CTKCLIP's Unique Selling Proposition (USP) were explored.
Strategy Development
Building on insights from platform and past ad data, the content strategy aimed to provide essential info and effectively showcase CTKCLIP's value. The story strategy focused on the platform's essence, problem-solving, and fulfilling needs, incorporating eye-catching products. Specifically, one high-conversion product and the top three highest-reviewed products were strategically featured. For the "increase in new member registrations" ad strategy, considerations included selecting an engaging target audience and preparing for potential ad efficiency drops. A backup listing of relevant target audiences was created, ready for future A/B test scenarios. Ad type effectiveness from past data informed the design of a media mix, combining target audiences, ad materials, and budget guidelines.
Phase 2 Meta Ads Content Editing
Building on the data analysis and strategies, storyboards were created to enhance understanding of the platform. Four different concepts of interest to the target audience were selected based on data analysis. Utilizing brand-provided assets (images) and stock videos, coupled with graphic design and animation work by Disrupt's designers/editors, videos were produced. The production type was tailored to the vertical (4x5) format to cater to both English and Korean audiences.
Phase 3 Campaign Setting and Operation
Meta
Meta ad campaigns were meticulously designed based on specific target countries and interests. While the primary focus was on increasing new member sign-ups, various campaign optimization goals, including awareness, sign-up conversion, and inquiry goals, were attempted. Rigorous A/B testing was conducted for targeting, materials, and overall campaign optimization goals. The target countries for Meta campaigns included the USA, Korea, and Canada.
Google
Embarking on Google ad campaigns, Disrupt delved into researching keywords indirectly related to CTKCLIP services. Each campaign was thoughtfully crafted based on funnel and target countries, with distinct groupings for keywords. Continuous optimization strategies were implemented based on cost per conversion results. Daily monitoring of ad spending and performance, along with flexible adjustments to campaign budget allocations according to the situation, ensured optimal efficiency. Additionally, a perpetual exploration for new advertising keywords and fine-tuning of campaign optimization goals through A/B testing were integral to the strategy. The targeted countries for Google campaigns extended to the USA, Korea, UK, France, and select European countries.
