The Shops

Overview

The Shops at Corning Museum of Glass offers over 15,000 distinctive products ranging from original works of art to everyday home décor items. Every fall, The Shops, introduces a beautiful yet limited series of the glass pumpkins. Our objective was to develop a strategy across digital platforms to help drive orders while creating brand awareness amongst new audiences.

We focused on devoting majority of the limited budget across Facebook/Instagram to utilize the platform’s low CPA for driving order conversions while devoting the rest for brand awareness across Google Ads (Display) and Pinterest.

Challenge

Campaign Goals

Brand Awareness

Create brand awareness amongst new audiences.

Target Audience

Adults in the U.S. ages 18–65 exhibiting online shopping behavior.

Drive Traffic

Drive order coversions for The Shops.

Experience

Develop Google display ads to introduce a beautiful yet limited series of the glass pumpkins during the fall.

Strategy

Paid Marketing

Paid Facebook/Instagram Ads

• Created campaign with multiple ad sets targeting different interest categories across entire US.
• Gathered data for 3-5 days before optimizing the campaign towards the best performing ad set drive up the total orders.
• Created multiple custom audiences and lookalike audiences to further bolster the orders growth.
• Tagged the campaign with a UTM parameter to view the customer journey in Google Analytics.

Google Ads (Display)

• Created campaign with multiple ad sets targeting different affinity and in-market audiences across a smaller geography.
• Gathered data for 3-5 days before optimizing the campaign towards the best performing ad set to drive more brand awareness, measured in an increase in website traffic.
• Tagged the campaign with a UTM parameter to view the customer journey in Google Analytics.

Paid Pinterest Ads

• Created campaign with two ad sets targeting different audiences and keywords across a smaller geography.
• Gathered data for 3 days before optimizing the campaign towards the best performing ad set to drive more brand awareness, measured in an increase in website traffic.
• Tagged the campaign with a UTM parameter to view the customer journey in Google Analytics.

Result

Campaign Success Metrics

Cumulative Across All Channels

The campaign generated over 1M impressions, 24,000 clicks, and 382 purchases.

Revenue & ROI

The estimated revenue generated was between $39,000 to $41,000, generating a 9x ROI on total campaign’s spend.

Website Traffic

The website's traffic also increased by 113%.