IND
AUS
Client Overview
Mancini Sleepworld, a leading mattress retailer, faced the challenge of navigating the post-COVID landscape with reduced budgets and shifting consumer behaviors. They partnered with our agency to adapt their digital marketing strategy and drive sales growth amidst these challenges.
Website: https://www.sleepworld.com/
Objectives
- Increase sales despite a 25% reduction in budget compared to the previous year.
- Enhance overall website revenue to compensate for lower in-store visits post-COVID.
- Improve brand visibility and recognition across multiple digital platforms.
Campaign Scope
Multi-platform Digital Marketing Campaign for Mancini Sleepworld
Main Achievements
- 7% Sales Growth Post-COVID: Despite a 25% reduction in budget year-over-year (YoY) due to the impact of COVID-19, our strategic approach resulted in a 7% increase in sales for Mancini Sleepworld, demonstrating the resilience and effectiveness of our digital marketing efforts.
- Increased Brand Impression Share: Through targeted campaigns across various platforms including Google Ads, Twitter Ads, LinkedIn Ads, YouTube Ads, Programmatic, Snap Ads, and TikTok Ads, we elevated Mancini Sleepworld's brand impression share from 80% to an impressive 97%, ensuring maximum visibility and exposure to potential customers.
Key Strategies Implemented
- Adaptation to Post-COVID Landscape: Recognizing the shift in consumer behavior towards online shopping, we reallocated budget and resources to digital channels to drive sales growth despite reduced in-store foot traffic.
- Multi-platform Campaigns: Leveraging a diverse mix of platforms including Google Ads, social media advertising on Twitter, LinkedIn, YouTube, Snapchat, and TikTok, as well as programmatic advertising, we maximized Mancini Sleepworld's reach and engagement across various digital touchpoints.
- Strategic Event Tracking with GTM: By creating different conversions and events using Google Tag Manager (GTM), we provided accurate signals to Google Ads AI, resulting in higher revenue and average order value (AOV) for Mancini Sleepworld, thus optimizing campaign performance and driving tangible business outcomes.
Execution Examples
Conclusion:
Despite facing budget constraints and the challenges posed by the COVID-19 pandemic, our agency's strategic approach to digital marketing enabled Mancini Sleepworld to achieve significant sales growth and increase brand visibility across multiple platforms. The successful collaboration between our team and Mancini Sleepworld underscores our ability to adapt to evolving market conditions and deliver measurable results that drive business success.
