HOUSE OF HACKNEY

THE STRATEGY

The challenge here is that it usually takes over 90 days for someone to purchase, so with cookie limits we weren’t able to see the full purchase journey. Most marketing cookies only last for 30 days.

Facebook and Instagram had not really been tested as a channel and the key brief was to grow Instagram followers by using Instagram ads and increase awareness in New York to support a new store opening.

We used Google Search and Google Shopping to increase exposure on non-branded terms. We used a strategy of carefully selected keywords that described the nature of House of Hackney products and advanced bidding strategies to improve presence in the Google SERPS for people who had already been to the website before. 

We improved the quality of the Google Shopping feed to help House Of Hackney trigger for highly relevant keywords that were suitable to the quality and price point of the brand.

Over on Instagram, we used a creative testing matrix with hundreds of variations of creatives to test against audiences. The objective here was to drive engagement rather than sales. 

For Facebook, we introduced dynamic remarketing to ensure we were able to remind people of the products they had browsed. We researched a period of time delays to find the most suitable time period from original product view to purchase, so that we could make sure House of Hackney were back in the minds of potential buyers at the times they were more likely to purchase. This time delay is significantly longer in the homeware sector as the researching phase is much longer than other retail sectors.