An iconic American consumer product goods (CPG) company with a well-known, internationally sold product wanted to increase online conversions.
As part of our Machine Learning efforts, we really wanted to capitalize on the capabilities of this technology with one of our main clients, WD-40, for their holiday campaign. We acquired client/customer data and integrated it into our campaigns. WD-40 has several different product lines, one of which is the Specialist product line. Since this product was not available on their website or through online retailers, our main KPI was Conversions, which are Clicks on the “Where to Buy” button.
Our media mix included a variety of channels, including Facebook, which yields a monthly average of 150-250 Conversions. Our goal was to increase performance 10-15% without increasing media spend and/or time spent optimizing.
Our client from the Specialist product line at the WD-40 Company was able to obtain a customer loyalty list that was scrubbed of inactive and outdated users, as well as an email list gathered from their SEMA Trade Shows. This trade show, which provided a list of 4000+ emails, is a premier automotive specialty product trade event where a core piece of the customer audience regularly attends. The goal of obtaining both of these lists was to secure recent and relevant customer data that reflected the core customer purchasing the product. Create lookalike audiences in Facebook for the WD-40 Specialist Degreaser campaign using both the Customer Loyalty list and the SEMA Email list. We implemented these lists into a Facebook Specialist (Degreaser) campaign in December 2017 for a two-month test. We would carefully monitor performance and allow Machine Learning to optimize towards the highest performing audience.
We saw a whopping 1450% increase in Conversions (Clicks on Where to Buy button) with only a 6% increase in spending. We have been able to maintain this level of Conversions by continuing to utilize the lists in the month of March and April. This approach and strategy have been applied to other service lines under WD-40, as well as other Media Channels, like Google AdWords. WD-40 was so pleased with the results that they have now also committed internal efforts centered around the acquisition of first-party customer data. These efforts will include gathering email lists trade shows, at trade school trainings, and other PR related events. There will now also be an effort around their Sales Team negotiating retailer email list with retailers.
Increase in Conversions