DivideBuy
Now acquired by Zopa, DivideBuy was the UK’s leading interest free credit only partner.
A key player in the online interest-free space the brand used innovative technology to provide enhanced approval rates for lending, ultimately increasing online sales conversion opportunities for its merchant partners.
Quadrupled daily sales
Plinkfizz were commissioned to leverage the opportunity to gain traction with known and unknown audiences to the brand during the festive season.
As the busiest period for the company, campaign objectives were centred on Black Friday, Cyber Monday and Christmas/January sales.
Key aims were to re-engage with prospective customers, generate website visitors to a new online shopping directory, to raise the profile of DivideBuy, to generate brand awareness, and to position the company as a go-to provider of online shopping solutions for key retail events during the period.
The Strategy
A robust marketing engagement plan was required to deliver against objectives and with a potential audience so large and varied, complex split testing was required to better understand DivideBuy’s online audience, and to streamline the campaign for maximum performance.
A combination of campaigns were set up in Meta, centred around products and locations for general shopping and Black Friday and Cyber Monday interests and behaviours.
The paid campaign content was complemented with organic Facebook and Instagram content plans, and a tracking pixel was set up to retarget customers who visited the DivideBuy website.
The results…
400% daily sales increase.
£545,247 in additional revenue.
5,452%
ROI
9,920%
increase in web traffic direct from Facebook.
38%
Increase in web traffic from organic content.
Campaign Execution
At the outset, we ensured the Facebook and Instagram pages were fit-for-purpose prior to campaign implementation.
We then developed a campaign concept and copywriting plan and produced a series of campaign visuals, content and moving image assets for use throughout the campaign.
Each image was tactically chosen and given the DivideBuy branding treatment to ensure the brand remained with the campaign throughout and followed the colour palettes within the guidelines.
Moving image generated 55% more engagement and was 1200% more shareable, so these were then executed across the campaign.
In total, 11 targeted campaigns were set up using the creatives Plinkfizz developed, using a variety of tactics resulting in DivideBuy having its best month ever in sales, all from a modest delivery budget.
- 7-day campaign budget: £2,697.86
- Reach: 163,232
- Impressions: 202,088
- Link clicks: 2,098
