Tapi’s main objectives were to increase brand awareness and also to increase bookings for the home visit service.
Over time we developed a sophisticated paid social media strategy to increase brand awareness, reach new audiences and support the rest of Tapi’s marketing and business objectives.
Starting with an initial trial of social media marketing where we saw success, we moved into on-going (paid) social media management. As we were starting from scratch with this channel it was important to have a robust strategy in place so we could test each element, see what worked best and work towards finding the winning formula for Tapi. We used a structured, data-led approach to test elements such as audience, messaging / creative, ad format and platform, ensuring all decisions were based on data rather than assumption.
We used this data to run a collaborative workshop with our client and identify potential new segments we could reach. Combining this with data from several other sources, we were able to gain insight into Tapi’s and competitors’ existing audiences according to factors such as age, affluence, location, lifestage and interests. After identifying several new groups to target, these were mapped into a testing plan to be implemented over the coming months, along with the type of messaging that would resonate most with them. Once we could see that an audience was engaging well, we tested this against another so that the targeting was constantly being refined. We also tested which types of creative, for example price or product focused, resonated best with each group and shared results on a weekly basis so that changes could be made.