Methodology:

^{For AD PERFORMANCE IMPROVEMENT :}

• Campaign restructuring:
  _{Dividing the campaigns into different funnel stages - ToF, MoF & BoF (top/middle/bottom of the funnel) to ensure targeted messaging for customers in various parts of their journey. It also aids with ease of analysis and specific testing with respect to the conversion funnel stage}
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• Audience testing:
  _{Finding a compatible set of interest-based audiences for the ToF, testing lookalike audiences (on FB/IG) of engagers and specific retargeting of warm audiences. We also created specific retargeting campaigns of existing customers, to improve the repeat purchase patterns and improve LTV of our customers.}
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• Content tagging & testing:
  _{Being an inventory-oriented business, Turquoise Moose had not tested different types of content pieces with their ads. We started off by leveraging Facebook’s Dynamic Content Testing feature, followed by collection ads, catalog ads, carousel ads etc.}

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_{We tested out different content formats & themes like videos, complex carousels with text as opposed to usual product display carousels tested in the account earlier.}

_{We even conducted rigorous content tagging to tag each piece of content that was used or was in the pipeline to be used, tagged for Primary text, creative, headline and description.}

_{This allowed us to achieve a depth of analysis where could track performance of content pieces that had, for example, “ product feature “ as the theme for primary text, headline & description and were Carousels, specifically in the ToF.}

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_{Or for example analyze the performance of content where descriptions used was of the theme “ Hooks/Sale” with the creative being a Carousel without text.}

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• Inventory restructuring
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  _{This was required to streamline product testing which helped us find the best performing product-types that can then be leveraged.
  For this, we created product sets based on different product attributes specific to the business like shape of the stone, color of the stone, origin mine and AOV that was then analyzed and presented.}

For improving CUSTOMER RETENTION

• STRATEGIZED & EXECUTED A POST-PURCHASE STRATEGY
  _{The primary focus here was to have a successful post purchase strategy, meaning we had to build a path that would bring back existing customers to the store to make their second, third and subsequent purchases, eventually improving the customer lifetime value (CLTV)}
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For improving AVERAGE MONTHLY REVENUE

• GEOGRAPHICAL EXPANSION
  _{We conducted evaluations and provided a logistical feasibility report for the brand to expand into new geographical areas apart from the US.}
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• LEVERAGED BFCM & SALE STRATEGY