When launching the REACH LX campaign it was important that the hummel team could demonstrate that performance had improved with their new organizational setup including running paid social in-house.The campaign consisted of both top-, mid- and low-funnel activities and ran in hummel’s three main markets: UK, Germany and Denmark.
Firstly, the hummel team used deepdivr to monitor and optimize the campaign continuously. Secondly, they used the platform to evaluate and report back to stakeholders, e.g. management.
hummel’s in-house team succeeded in beating the agency’s performance and established themselves as a high-performance team within hummel. Using deepdivr made it easier for the team to monitor and optimize the campaign frequently.
By monitoring and adjusting all the different Facebook campaigns and targeting strategies, hummel kept a low cost per conversion and boosted their online sales during a very competitive time in the world of e-commerce.
Having multiple targeting strategies and audiences in several Facebook campaigns in three different markets add up to a lot of data sets.
hummel used deepdivr to bundle data across markets and audiences and quickly dive into specific key breakdowns.
By grouping all ad sets into just five different strategies such as interested-based audiences, retargeting and lookalike it became clear that hummel needed to re-allocate the budget to get the best performance.
The best strategy gained an impressive 7x better performance.