About The Fine Cotton Company

The Challenge

Through marketing activities, The Fine Cotton Company wanted to increase revenue and sales for their website across the UK. They also wanted to better reach, target their high order value consumers, and improve their customer retention. Following an audit of their Google Ads account we identified opportunities for improvement and optimisation, such as siloing out assets for different product categories, and cleaning up audience signals to target more accurately. Additionally, after reviewing their social media and email marketing, we identified areas to improve, and strategies to implement on each of those platforms to improve engagement throughout. Utilising all core facets of the client’s marketing, we put together a holistic strategy.

Strategy

In terms of Google Ads (PPC), we effectively set and optimised campaign goals in order to improve machine learning and cost efficiency. Specifically, we looked to optimise negative keywords and ad placements to focus spend on the highest intent traffic. We also spent some time analysing occurrences of high average order value, and high lifetime value consumers were coming from and created new asset groups with separate audience signals to better capture those users. Competitor research was undertaken to use data to drive performance and better understand the audience. We also integrated their email marketing audiences into Google Ads to utilise valuable first party data.

For email marketing, we used Klaviyo to create campaigns and flows for The Fine Cotton Company. A/B testing of subject lines and copy was undertaken to find the combination that works best with the audience, and generates the most conversions. Different flows were created such as a Welcome Flow, and an Abandon Cart Flow. Segmentation of the audience was done to specifically target the high order value and high lifetime value consumers. Depending on seasonality, we adjusted email capacity during peak seasons to capitalise on customers that are in the market to purchase.

In order to increase their presence on social media and thereby increase their brand awareness and brand recall, we tripled the posting frequency on Instagram, which helped increase The Fine Cotton Company’s visibility. Direct questions to the audience through captions and stories were posted to boost user engagement with the brand. Type of content being posted was optimised and selected to better engage with our target audience. After some testing, we curated a content mix that out-performs others, which included a balance of product imagery, reels, detail shots and lifestyle. This provides a full picture of the brand for consumers who want to find out more. All these tasks were undertaken with the overarching goal to increase website conversions for The Fine Cotton Company.