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Expectations for this collaboration were sky-high, especially as it came ahead of REC Watches' biggest venture to date, the launch of the new 901 RWB collection, which features original metal from the first RWB Porsche: Stella Artois. Produced and designed in collaboration with the founder of RWB, Akira Nakai. Limited to 305 of each model.
Figures in this case release are based on the period April 1, 2020 to July 15, 2020.
Services: Facebook/Instagram & Email Marketing.
REC Watches was founded back in 2014 by childhood friends Christian Mygh and Jonathan Kampstrup. Together they had a clear vision to create unique wristwatches inspired by iconic classics, including the Ford Mustang and Porsche 911. But simply drawing inspiration from these cars wasn't enough. They wanted to create truly unique watches by recycling scrapped components from classic cars and incorporating them into each watch. Hence the name REC, which stands for: "Recover, Recycle, Reclaim".
This different approach quickly generated interest from many fronts, not least in October 2015, when REC participated in The Lion's Den and managed to attract investment from 4 out of the 5 "lions".
Since then, the company has managed to launch a wide range of unique collections and limited editions, all based on creating a story that the owner of the watch can proudly wear and tell.
REC had already invested large sums of money in the Facebook channel over the past few years, without having finally managed to "crack the code" for scalable growth. We were therefore in a situation where we had a large amount of data to start from, but at the same time, we had a great need to first and foremost create a clear structure in the ad account, which is especially important when operating in as many international markets as REC does. After an initial in-depth analysis, we focused on the untapped potential that was clearly evident when diving into the account. In particular, it was about getting a better handle on account structure, campaign settings and target groups, and thereby targeting the company's sharp content and storytelling to the right potential buyers in the respective markets.
The new approach quickly proved to have a positive impact on the ROI of the advertising, which helped raise expectations ahead of the launch of REC's new collection of custom Porsche watches. The clear objective for the campaign was to significantly increase the conversion rate from ads and from Facebook leads via email. This was specifically to be measured against recent launches, where the number of conversions from the collected leads and Facebook campaigns did not match the high expectations set by REC and the previous agencies.
Based on our experience with similar cases, we knew right from the start what it would take to meet expectations, which in particular included more time spent in the account and control. Both in terms of ensuring the quality of the leads collected, but also in terms of ongoing optimization of everything from target groups and budgets to structured testing of ads before, during and after launch.
Looking back on the process, we can't help but feel a little proud of the results, which can also be attributed in particular to the efforts of the REC team, who from the very beginning have managed to work constructively with previous experiences and at the same time have given us room to develop and unfold our competencies. We therefore look forward to the continued collaboration and future projects, which will hopefully include even more successful product launches and other ongoing achievements.
In the initial dialogue with Algorize, we were already satisfied and confident in our approach with our Facebook agency at the time. But from the very first meeting with Mark and David, our current setup and approach to our Facebook marketing was challenged to such an extent that we quickly realized that this was not just another agency trying to sell us the "golden key" to success on Facebook - but that there were actually some practical things to address.
After we started working together, I quickly experienced a good close dialog and improved results. David and Mark managed to understand the strategic part of our business, which plays a very important role in how the REC brand should appear, and not least how the watches should be sold to customers. 5 months later, we have a successful launch of the RWB collection, significantly more conversions from SoMe than we have had before, and we look forward to future launches with the Algorize boys.
I highly recommend reaching out to Mark and David if you want to challenge your status quo when it comes to Facebook advertising.
