Facebook Ad Campaign for Ngaire Hobbins

The Client

Ngaire is a leader in her Industry and someone who has dedicated her life to helping others. Ngaire’s expertise is vast when it comes to brain health, aging, and dementia. She’s sold books (Where we come in) which includes a glowing endorsement from Australian royalty Maggie Beer. She is also a highly sought-after speaker. 

It was a real buzz to have Ngaire approach us and work alongside her on this project.

The Brief

For this project, Ngaire brought us on to run Facebook/Instagram ads to drive more traffic to her website and more sales for her book “Brain Body Food”. She has seen consistent sales from the launch back in 2020 but really wanted to keep that momentum and interest going while seeing a growth in purchases in Australia.

Additionally, Ngaire was keen to increase awareness of her book within the United States. 

The Objective

Our objective was to reinvigorate the sales of the book and see if we could create exponential growth on the foundation Ngaire had built prior to engaging with us.

We were also looking to pinpoint and test a social media ad campaign in key geographical areas in the US.

The Ad Campaign Strategy

The campaign ran for three months and can be broken down into 3 stages during this period which is outlined below.

Phase 1 - Planning and launching the 3 month campaign

With the initial planning of these ads, Ngaire had a lot of creative assets (reviews, endorsements, tv appearances etc) that it was a challenge to only select a few options to use. These elements needed to align with the angle we were going for in this campaign so the messaging was clear, concise, and made the most impact for those engaging with the content.

We gathered existing customer lists from Ngaire to use them in a number of ways such as lookalike audiences that would allow us to put ads in front of those who were most alike to the people who had previously engaged with Ngaire’s products. Ngaires' audience is far-reaching over Australia so we knew people had an appetite for her knowledge. Using these audiences' sources gave us the best opportunity to succeed during the three months.

We ran several variations of ads, closely monitoring those that did well and those that did not - turning them on and off when appropriate. These ad sets ran for the entirety of the 3-month campaign and are where the majority of our budget was spent.

Phase 2 - Remarketing

Firstly, remarketing is when you retarget ads to a specific group of people that have already shown a level of interest - this may be directed to those who have visited your website or watched your video. This is a fantastic tool because we know people get distracted and sidetracked, so we’re putting our content back in their minds through this method. When used well, remarketing can be excellent for increasing conversion rates and overall sales figures.

We identified key areas of the customer journey that we wanted to use within our retargeting approach because we felt it showed the greatest intent of those who were yet to purchase. We believed targeting these people gave us the best ‘bang for our buck’. 

We slightly changed parts of base creative to speak directly to these groups of people and split our budget so only a small portion would be spent on this.

Phase 3 - Audience building

Even though Ngaire had a great audience source, we felt it would also be beneficial to expand this audience by having people undertake a certain action. For this, we ran ads showing off Ngaire’s recipe books that could be downloaded to achieve this goal, while still adding value to the customers who had already engaged. This is super important for any audience-building ads; create value for your audience! 

These were only run for a 3 week period in the middle of the 3-month campaign and proved to be fruitful from an audience-building perspective

The Results

We can see that during this 3-month campaign compared to the prior quarter, sales went up 399% to reach a total of $3800. Sessions increased by 242% with conversion rate rose by 65% and lastly, total orders were up 482%. 

However, the most interesting statistic that we found was that the sales of Ngiares other products also grew due to the increase in traffic on the website - specifically the Better Brain Food book grew in sales by 157%.

What Next?

It was a great campaign and outcome for Ngaire, and we look forward to working with her again in the future.

If you’re currently an eCommerce business making steps towards running paid online advertising (or still unsure if paid advertisement is right for you), get in touch with us about a social media ad campaign. It’s a great avenue to put your products in front of an audience that you want to add value to