Brand OverviewLocated in Pigeon Forge, TN, in the heart of the Great Smoky Mountains, Lid’l Dolly’s Factory Store has been charming locals and visitors with handcrafted southern belle girls’ dresses for more than 25 years. Lid’l Dolly’s also has an enormous inventory of beautiful quilts, throws and home decor. Lid’l Dolly’s Factory Store is right up there with Dollywood and other Pigeon Forge attractions. You can purchase their merchandise online or at their store.
How an ecommerce store generated 4,475 purchases in 2 years with over 600% return on ad spend using Facebook and Instagram Ads
● 4,475 purchases
● 6.97 ROAS across a 2 year period
● $416,879.29 Purchase Conversion Value
The brand was new to Facebook advertising and had never run Facebook ads before. They had a Facebook page and posted to it occasionally.
Develop a strategy that included organic content development and a strategic paid advertising campaign. The strategy also included regular recommendations, inbound engagement monitoring, as well as monthly analytics reporting.
Helped brand gain over 20,000 Facebook fans and over 2,000 Instagram followers over a 20 month period. Their fans and generated 4,475 purchases over 3 years with a return on ad spend of over 600%.
The strategy included content development along with managing an assortment of social media advertising campaigns, while A/B Testing different variations:
● Follower Growth Campaign:
Gaining followers was the purpose of these ads. They were targeted specifically to those w/ potential interest in the products they sell. The cost per page like was an average of 10 cents per like.
● Brand Awareness / Website Traffic Campaigns:
The purpose of these campaigns to spread awareness of the store and highlight products cold target audiences might be interested in. Also, for the cold audience that has never seen or heard of to visit https://lidldollys.com.
● Remarketing Conversion Ads for Purchases
An intentional and thought-out strategy was put in place around to retarget users who have visited the website and either viewed a product or added to cart, but haven’t purchased.
● Organic Post Boosting:
“Boosting” specific branded content on Facebook and Instagram to increase the reach and engagement of the posts, turning them into a “short-term” advertisement. We targeted these boosts specifically to those who may have been interested in the particular product in the post.
In addition to these posts and campaigns, also systematically reviewed all comments and interaction on the company’s Facebook profile, responding to all questions and continuing conversation initiated by followers.
SOCIAL PROFILE RESULTS:
● While the brand had a business Facebook account set up, their follower base and engagement rate was very low as they were not actively posting on this channel. Within the first couple of months Facebook following more than doubled.
● With the follower growth campaign along with paid social media campaigns Lid’l Dolly’s Factory Store following grew 460% over 2 years.
PAID ADVERTISING CAMPAIGN RESULTS:
Brand Awareness Campaigns: These strategically-targeted ads and boosted posts generating significant product views and add to carts.
Website Purchase Conversion Campaigns: Prior to the social media marketing strategy, an online store had not run any Facebook ads. We were able to test and find their target audiences and scaled their ad spend from 1k/ month to 7k/ month and still retain the same ROAS.
In 2 years of paid advertising with a total spend of ~ $58,000 produced:
○ 171,317 link clicks (at an average cost per click of just $0.35)
○ 1,126,819 Impressions
○ +20,000 new Facebook followers
○ $416,879.29 Purchase Conversion Value
○ 600%+ Return on Ad Spend
○ 4,475 purchases