Californian brand Virus Intl. approached us to get more out of their Paid Social campaigns and Email Marketing.

Here we did an initial analysis of their setup and quickly found fundamental errors regarding missing exclusions between audiences and countries, matching between audience and content, as well as challenges they had with tracking and over-attribution. (Challenge with pixels having tracked twice for a long period of time).

After the initial meetings, we took over both their Europe account and their Americas account (USA/Canada), which we have profitably grown by implementing a new strategy and a new account structure. For this, the primary implementations have included:

• Moving away from a unisex setup and towards matching gender targeting with ad content on social media and content in emails.
• Breakdown of campaigns and languages for each focus market to increase local efforts
• Collaborate with local ambassadors in focus markets
• Increased focus on optimizing the customer journey. Including focus on the landing page experience
• Increased interaction between campaigns, new collections and the overall product strategy
• Increased monitoring of accounts and campaigns
• In addition, increased insight with profit tracking of advertising has helped us make a better case than if the optimization had been based solely on ROAS and revenue.

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As part of the optimization of the customer journey, the great improvement in the numbers can be attributed to an increased focus on more product-specific content that links directly to the individual product pages, rather than, for example, category pages. This shortens the customer journey and reduces the possibility of the user being distracted by the many options. This is one of our general best practices that we at Algorize see good results with.

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