Sneak Peak:Read this case study to know how a German online fashion retailer increased its conversions by 10% through Facebook marketing. Company: Atelier Goldner Schnitt Industry: Retailing Tool Used: Facebook Marketing Result: 10% higher conversion rate than other channels; 3X increase in click-to-leads within target group Business Type: B2 C
The Brand & the StoryAtelier Goldner Schnitt is a mail order company for women’s fashion in the higher price segment, headquartered in Upper Franconia Münchberg. The German online fashion retailer wanted to target women aged over 60 through Facebook ad campaign. They created call to action for subscribing to the newsletter, with the added incentive of a €20 store credit as well as developed responsive campaign landing page for remarketing ads to website visitors. The traditional mail order fashion retailer not only witnessed 8% increase in newsletter subscribers with 10% higher conversion rate than other channels but proved that social media is not just for millennials.
Atelier Goldner Schnitt’s objective behind Facebook MarketingRetailer Atelier Goldner Schnitt at present sells both online & offline to a major target audience of women over 60 and is a renowned in Germany & surrounding countries for elegant & comfortable women’s fashion. The mail-order brand wanted more & more over 60s to order online, which is a shopping style much loved among the young generations and doesn’t come naturally to older people like them. The first thing that they wanted as a part of the campaign was to attract newsletter subscribers from mainly the Dutch market.
The journey coveredAtelier Goldner Schnitt collaborated with the agency Social Blue for reaching women aged 60 and over. The team created a Facebook ad campaign that comprised a call to action for subscribing to the newsletter, with the added incentive of a €20 store credit. They created ads based on different screen sizes that included desktop, mobile and tablets and were targeted to people based on gender, age and interest. They also experimented with ad creative targeted to grandmothers that contained text and imagery for appealing those with grandchildren. Moreover, a special responsive campaign landing page was created in order to increase conversions. When they were successful in generating interest and signups, the team remarketed ads to website visitors using Custom Audiences and Lookalike Audiences for improving the conversions.
The ResultsThe campaign was successfully able to reach and engage the mature audiences through Facebook. In fact, the Dutch campaign was so successful that the company planned to run similar marketing activities in other countries. Through this campaign, Atelier Goldner Schnitt saw:
- 8% increase in newsletter subscribers
- 10% higher conversion rate than other channels
- 3 times increase in click-to-leads within target group
Words by Sander van Rooijen, Online Marketer, Atelier Goldner Schnitt
“Our older target group tends to be cautious when it comes to ordering online, but Facebook turned out to be the perfect medium. Facebook feels like a safe and familiar place to our target group—they’re among friends. The ad campaign provided us with valuable newsletter subscribers, but we also noticed that our Facebook fan base has grown organically during this campaign, which has cost us nothing.”