ONTIME is a leading accessories retailer with Gulf regional presence. It offers a wide selection of the latest branded watches and trends-led jewellery and accessories in more than 100 retail stores. It also offers an online store with an even wider variety of products, including ready-to-wear fashion and footwear.
We’re constantly striving, through our digital strategy, to enhance and optimise our campaign performance and revenue. A high return on ad spend was achieved through Facebook by leveraging offline attribution, building lookalike audiences and running collection ads via dynamic product feeds, which delivered sky-rocketing results that broke our online sales records.
Eid is traditionally a competitive time for retailers as families take the opportunity to buy celebratory gifts to mark the end of the festival. ONTIME wanted to make the most of this important shopping season and drive online sales in a cost-effective way.
ONTIME recognised that because of the coronavirus (COVID-19) pandemic, Eid would look different in 2020: instead of giving gifts face to face, many families would be celebrating and sending gifts online.
So, ONTIME partnered with performance marketing frim FOLLOWEYES! to design and run an adapted Eid campaign that promoted high-value products appropriate for gifting and paired them with special discounts to drive online sales. The team took a data-led approach, first creating high-intent lookalike audiences based on store customers and website visitors. They also identified audiences based on interests such as fashion and accessories.
Next, ONTIME and FOLLOWEYES split a list of ONTIME’s top products into three key product categories and ensured that product feeds were set up for each, so that top products could automatically appear in dynamically created ads in the eye-catching collection format. During the 11-day campaign, audiences in relevant countries in the Gulf region saw relevant products and discount information alongside a strong call to action in enticing ads. The ads were shown in Facebook Social Media Platform News Feed, Instagram feed and Stories, and were optimised for conversions.