With a relatively low budget and elevated CPMs, the strategy was to focus on retargeting audiences, consolidating them into one ad set to maximize performance. This audience consisted of past purchasers, email newsletter subscribers, site visitors from the last year, and anyone recently engaged with the brand on Meta’s platforms.
The campaign focused on driving higher-intent traffic to the Brian Gavin Diamonds website using Meta’s revamped website conversion event type. The team optimized on the Purchase event for efficiency.
Optidge collaborated with the Brian Gavin Diamonds team to emphasize a 20% discount offered throughout the week, creating urgency and incentivizing purchase behavior.
The creative strategy revolved around featuring the most popular product – custom diamond engagement rings. Four creatives (two static images and two GIFs) were developed. Once live, underperforming ads were paused to channel the budget behind top performers.
The focused retargeting strategy led to a successful campaign with a 9x ROAS in the highly competitive Black Friday/Cyber Monday advertising market, surpassing the initial goal by 300%. This campaign became a finalist for the AMA of Houston’s Crystal Awards for the category of “Best Marketing Campaign with a Shoestring Budget.