07 Apr The innovative social strategy that achieved 43x ROAS for West Elm – and won us a Facebook award
At Vamp, we’ve been delivering innovative and high-performing campaigns to our customers for years, so are thrilled our campaign with West Elm has won Facebook’s APAC Partner Innovation Challenge.
West Elm is a homewares brand and repeat client that has excelled in its use of influencer-generated content. This innovative – and award-winning – campaign generated more than $43 for every $1 spent. This is how we did it.
And if you’d like to achieve the same results, scroll to the bottom for our celebratory special offer!
Goal: Awareness and sales
West Elm wanted to raise awareness of their spring collection in Australia, build social engagement among their target customer base and drive online sales. Furniture are big ticket items and, to convert a social scroller into a shopper, the content needed to be highly engaging. They needed creative and social ads that could standout – and a strategy that would get them in front of their target customer.
Strategy: High-quality targeted ads
Vamp chose creators from within their community to create a bank of captivating mobile assets. While traditional homeware shoots would require multiple photographers, studios, set designers and stylists, the content creation for this campaign was incredibly streamlined, fast and cost-effective.
Organic reach has become an unpredictable element in social campaigns. With huge amounts of content competing for attention, only high-quality assets will stand out. But even for the most engaging post, there’s no guarantee it will land with its intended audience. That’s why for the second phase of this campaign, Vamp took these assets and transformed them into highly engaging ads for Instagram and Facebook slideshows, vertical videos and collections, plus Instagram Stories.
Vamp were able to leverage existing knowledge and data around the brand’s audiences, as well as the ad creative, formats and placements that prove most effective for the brand’s social funnel.
We received more than 30 submissions which were evaluated across three criteria: innovation, scalability, and growth. We’re happy to name Vamp as the winning partner for its highly scalable, end-to-end solutions for influencer marketing and branded content. Their solution seamlessly connects brands to its invite-only community of creators for high-performing social campaigns while delivering strong growth and return on ad spend for their clients.
– Nadia Tan, Director of Global Marketing Solutions Partnerships, APAC.
Result: 43x ROAS
This campaign benefitted from a double-mobile optimised approach. The influencer content was mobile first and created with social audiences in mind. Then the transformation into social ads added another element of sound and animation, using techniques proven to capture the attention of mobile users. The average engagement rate was 36%, which is 37x above the industry benchmark.
A highly targeted paid media strategy – combined with ad formats that allowed customer to browse and go straight to purchase – translated into sales for West Elm, generating $43.21 for every $1 spent.
- 426,352 people reached
- 893 purchases
- Conversion value $717,303.34
- Cost per engagement $0.11
“We are so pleased with the results of this campaign” said Chantal Jesson, Manager, PR & Brand Marketing, Williams-Sonoma Australia. “Our partnership with Vamp continues to drive enormous value for us, not only in terms of ROI, but from a resourcing perspective. Based on the success of this campaign, we will continue to use Facebook ad formats in Vamp campaigns. We can rely on them to produce compelling ad-ready content, and then to optimise media performance – ensuring success every time.”