WatchBox is the global destination for luxury pre-owned timepieces, offering an expertly curated inventory of luxury pre-owned watches for sale. In late 2017, they decided to expand their operations into new markets in Asia.
We worked with their team to prioritize high-impact pay-per-click campaigns to quickly drive ROI and validate assumptions in new markets, enabling them to invest in additional campaigns to scale.
Since the brand was entering new markets (Hong Kong, Australia, and Singapore) where they had very little brand awareness or recognition, it was critical to use pay-per-click to solidify their position across the entire path to purchase. To do this, we activated a high-converting lead capture strategy using Facebook, Instagram, and Google.
- Paid Social (Facebook and Instagram) to open up the funnel to as many people
- In-Market Display (Google) for prospecting
- Paid Search (Google) to convert hot leads at the bottom of the funnel into sales
- Retargeting (Facebook, Instagram, and Google) to bring people back to the sitePaid Social: Facebook ads for hyper-efficient growth
When it comes to the top of the funnel, social ads are great for education, awareness, and brand building. On Facebook and Instagram, the cost per click is significantly cheaper than other PPC channels. This, in addition to the visual format, makes them an incredible paid advertising channel to grow brand awareness and drive clicks to your site. Working with their marketing team, we used these channels to open up the funnel to as many potential people as we could with the cheapest budget possible.
This is a WatchBox Facebook Ad with placement in Desktop News Feed. It’s a carousel format with a product triptych.
This is a WatchBox Instagram Ad with placement in the feed on mobile. It’s a video format with a branding campaign.
Through a combination of Single Image, Video, Carousel, Slideshow, and Collection Facebook ad formats, we ran 34 campaigns with 61 adsets. Over the course of three months we achieved the below results, driving significant market awareness and engagement for the brand in the new market:
Reach: 138,619 People
Impressions: 529,642 Impressions
Unique Clicks: 14,448 Clicks
Average CPC: $0.32
Tools and Techniques Leveraged:
- Facebook Ads Manager
- Carousel, Slideshow, and Video Ad Units
- Lookalike Audiences
- Custom Audiences
- Facebook Pixel
WatchBox™ is the global destination for luxury pre-owned timepieces, offering an expertly curated inventory of luxury pre-owned watches for sale, personalized client services, educational opportunities and astute editorial content