Once we were driving good numbers of people to the site via social, we developed a remarketing programme to ‘close the loop’ on those who’d interacted already with the brand. Several remarketing campaigns were implemented, not just targeting those who’d simply visited the site but also those who’d displayed specific behaviours such as searching on the website for a store or mobile showroom, ordering product samples, or putting samples in their basket but not completing the process. These groups were targeted with a different message according to what they had done.
Accurate budget management was a key part of our work for Tapi. With a complex and frequently changing promotional schedule, it was important to manage budget correctly, particularly as the number of audience groups also increased.