Content that connects with people in all walks of life.
Floafers launched their e-commerce site upon concluding their very successful Kickstarter campaign, seeking innovative ways to keep momentum and generate buzz about their brand. With summer coming to an end, it was important to use a paid media budget in the most effective way possible to increase engagement and drive conversions.
In order to achieve the lowest cost per conversion, brands have to align with a target audience that is most relevant and as specific as possible. To connect with the desired active lifestyle audience, GroMo identified a whole new audience base, calling them “Navigators”. We lowered the cost per conversion even further by digitally targeting this audience with hyper-relevant content, leading them through our funnel based on how they engaged with the content; ultimately getting people fully engaged to convert to sales.
“Navigators” are an active lifestyle audience subset with the affinity to purchase athletic wear all year long. We used paid media ads geo-targeting locations with warm climates year round. Taking it a step further, audiences were segmented by their interest levels and gender to specifically tailor the content and copy of ads. Once audiences were split up by socio and demographic information, data was collected and analyzed on how each audience responded.
Target Audience Data
Content
Ad Funnels
Sales Data
The experience paid off tremendously for Floafers, as well as our agency. Floafers experienced significant growth in followers across all their social platforms, their email subscriber list, and most importantly, sales.
↑55.09%
↓71.93%
– Brandon Wenerd, Founding Partner & Senior Editor at BroBible