Close×

Country Road has revealed the results of a multi-channel marketing strategy in partnership with Facebook.

It was the first Australian and New Zealand fashion retailer to partner with the platform on a Conversion Lift study.

The digital measurement tool, which claims to accurately quantify digital advertising's impact on online sales, exceeded Country Road's expectations.

Country Road MD Darren Todd said the partnership highlighting the changing consumer path to purchase.

"We’ve demonstrated the impact we can achieve across our marketing channels as we continue to modernise the Country Road brand and, most importantly, connect with our customer."

The results revealed that for every AU $1 spent in Facebook advertising, Country Road generated an additional AU$18.20 in revenue, of which $15.40 was attributed to bricks and mortar stores.

In addition, the company’s Facebook ads were five times more effective in driving sales in store compared to online sales via its e-store; recording an increase in the average spend per consumer and a positive spike in the reactivation of lapsed consumers.

The study focused on Country Road’s Holiday 2015 campaign, which ran from 17 November until 24 December 2015.

The digital and social strategy, led by Country Road’s digital marketing manager Paul Conti, utilised Facebook’s carousel ads and link ads across both mobile and desktop, to reach a custom audience targeting Country Road members across all segments of its loyalty program.

The campaign’s creative assets told the story of a modern Australian summertime road trip with family and friends.

Visual assets highlighted full lifestyle product edits, including gifting and fashion for woman, man, child and home.

Conti said results exceeded expectations.

"We now have a much clearer picture of the lift we can achieve in both in store and online, and how the two worlds intersect, which is invaluable in informing our strategy moving forward."

comments powered by Disqus