Jo Loves

Performance media strategy for Jo Loves, a luxury scent brand by Jo Malone CBE

We worked closely with the Jo Loves team to devise a performance media strategy that would increase both awareness and sales of their fragrances, home, bath and body care. The brand already invest in PPC, but this would be their first experience using paid social, specifically Facebook and Instagram. As Jo Malone CBE’s latest venture, we wanted to ensure Jo Loves cut through the noise of other luxury brands. We were lucky to have access to beautiful photography, which we enhanced by creating motion graphic adverts. Exactly the sort of ads that encourage users to stop scrolling and investigate further. After helping the team to apply sophisticated tracking to their headless CMS, testing different audiences and finding the most engaging formats, we’ve achieved click through rates well above industry average, as well as a healthy ROI. And all with Christmas right around the corner...

Sector

beauty and personal care

Expertise Delivered

Performance media

Motion graphics

Analytics & reporting

GROW

Facebook advertising

Facebook advertising

Conversion is the key objective. However, in order to achieve this we needed to widen the funnel with broader awareness tactics. Our strategy is to ensure relevant messaging is delivered at each stage of the funnel, based on user interaction with the brand. All of this ensures that Jo Loves remains front of mind, from an initial introduction to the brand to the moment they convert. In the first three months, we have gathered data which has enabled us to optimise each campaign. This ensures we’re serving ads that combine the best performing audiences, messaging and creative at each stage of the purchase journey. During this timeframe, our average click through rate has increased by 45%. We are also achieving an ROI of 161%, which will likely strengthen as we move into the festive season. The best performing creative across the board for Jo Loves is the ‘Collection’ format. This creative combines brand, messaging, video and photography to deliver an interactive experience for users.

161% ROI & CTR uplift of 45%

During this timeframe, we optimised campaign messaging and creative to increase both clicks through to the Jo Loves website and sales across fragrance, home, bath and body care.

Collection formats for conversion

The best performing creative across the board for Jo Loves is the ‘Collection’ format. This creative combines brand, messaging, video and photography to deliver an interactive experience for users.

To conclude

We’re now on the cusp of our Christmas campaign with Jo Loves. With festive creative, messaging skewed towards gifting, and audiences to reflect this intent, we expect to further increase click through rates and ad revenue. This is the most important season across ecommerce and we’re excited to continue driving performance for the Jo Loves team.