Artisan Acquisition Campaign
Amazon Handmade came to Project Bionic with a major problem: nobody knew who they were. As a small division of a global brand, they were having difficulty breaking through the fray to reach buyers interested in handcrafted products, in addition to recruiting new Artisans to become sellers.
With those challenges in mind, we set out to increase awareness of the brand, grow their social audience, increase engagement, and ultimately drive incremental Artisan applications at an aggressive CPA target.
We began by focusing on the top of the marketing funnel, increasing brand awareness, engagements, and audience growth. We featured various Artisans and their products to further awareness and engagement amongst both Artisans and consumers.
After several months, we introduced an Artisan Acquisition campaign using targeted video ads that featured Artisan testimonials and success stories. We then drove traffic via web clicks to a seller sign-up form.
As predicted, when overall awareness, engagement, and audiences grew, we saw an increase in Artisan acquisitions with a correlating decrease in CPA. Over the course of one year, we delivered 152 million impressions, resulting in 1.6 million engagements, nearly 250,000 new followers, and 1,362 new Artisan acquisitions.
1,033% Website Purchases
8,189% Increase in Engagements
1,387% Increase in Audience
276.5% Increase in Acquisitions
95% Decrease In Artisan CPA