Strategically executed cross-sell retargetingA campaign to monetise existing traffic
The Challenge:
- Graze were experiencing significant drop-off of visitors from key landing pages of their subscription website.
- The challenge was to ease audience anxiety about signing up for a Graze subscription and drive net new users with a one-off purchase.
The Strategy:
Phase 1: The Proposition
- Graze weren’t engaging users who failed to subscribe when visiting the site.
- Our hypothesis was to run a subscription-to-shop cross-sell campaign targeting this large pool of interested, but unengaged, users would improve conversion.
Phase 2: The Approach
- Users who failed to convert and dropped off key subscription landing pages were retargeted with a Graze shop ad on Facebook and Instagram.
- Three different sets of creative were designed, tailored to individual audience segments and recency of website visit.
- A key focus of the creative messaging was to ease anxiety by emphasising the fact there was no commitment necessary for purchase.
- Once users made a one-off purchase from the shop, Graze could then consider targeting this warm audience in the future to increase subscription.
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