Photo by Andrew Small on Unsplash
This Mum Runs is a worldwide community that empowers women to be healthier and happier. It offers free weekly running sessions in local communities and is funded by an online store.
After teaming up with Virtually Savvy for a last-minute Mother’s Day Facebook campaign, This Mum Runs turned a £3k advertising spend into £10k in sales.
That’s a 3x Return on Ad Spend (ROAS), which is impressive considering it was a highly competitive time of year.
This how we did it in only 4 weeks.
The brief: Drive sales during the biggest month of the year
This Mum Runs founder, Mel Bound, came to me after receiving a disappointing service from an agency. They’d seen some return, but they were struggling to hit their targets.
It was February 2019 and Mel had no time to waste – Mother’s Day was imminent.
March is one of the biggest months of the year for This Mum Runs, so Mel needed someone who could hit the ground running.
The goal was to drive sales (and a lot of them!).
Profits from the online store are used to grow the This Mum Runs community. Product sales are an essential cog in the wheel. They keep This Mum Runs running.
The challenges: A late start and lots of competition
With only 4 weeks to run this Facebook campaign for Mother’s Day, we had to test and scale quickly.
I typically recommend a minimum of 8 weeks for an effective Facebook campaign, preferably 12.
You can achieve results in less time, as we did here, but you’ll never know how much better you could have done.
In this case, we were still able to test multiple audiences due to a healthy budget, but we had to do it fast and with only a handful of Ad creatives.
And, because this was a Mother’s Day Facebook campaign, the competition was tough.
Facebook Advertising works like an auction. The best advertising spots go for the highest price, so when there’s a lot of interest – during peak seasons or holidays, for example – prices go up.
Related: How much should we invest in Facebook Advertising?
A focused strategy and a hands-on approach
The key to Facebook campaign management is knowing when to optimise and scale.
If you understand the data, you’ll be able to make smart decisions to refine your campaign and drive up the return on Ad spend.
When you’re up against a lot of competition, that means monitoring your campaign closely. It’s about making informed decisions to cut out what’s not working and do more of what is.
In this case, that’s exactly what we did. I was hands-on throughout the 4-week campaign, analysing the data regularly and then optimising for cost efficiency.
Cost per acquisition (or CPA) is the price you’ll pay for each sale or lead.
By adding a bid cap to Facebook, you’re telling it to limit the CPA.
Bid caps formed a key part of our strategy for this campaign, allowing us to invest in advertising while still protecting profit margins.
Related: How to plan and run effective Facebook campaigns
A £3k investment, £10k in sales
A focused strategy and a hands-on approach meant I was able to deliver a 3x ROAS in only 4 weeks.
This Mother’s Day Facebook campaign was a success, and we’re continuing to see a great return for This Mum Runs.
ROAS is higher now that competition has died down, and we’ve learnt so much more about the audience since the last big sales campaign.
Next on the agenda is Christmas, and we’re in a much better position this time around.
“Laura is an absolute dream to work with and she’s added huge strategic value to our paid media activity.”
“Laura quickly understood our brand and our consumer, and she runs effective campaigns that deliver results. She’s constantly thinking of ways to reach new audiences and keep campaigns refreshed. I have absolute trust in the work she does.”
Mel Bound, Fouder and CEO, This Mum Runs.
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