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The results achieved included a 30% higher ROAS than several of its legacy campaigns and the brand's projections. The CTR on the upper funnel campaigns was 8%
Tamagotchi was launching its next generation of products - The Tamagotchi Pix. The target audience was different than opposed to its traditional one since it was the first time the product was incorporating a camera feature. The challenge was to not only build brand awareness for the product but also to ensure pre-orders for the product were substantial.
We undertook a heavier than usual spend approach towards the upper funnel (30% of the budget) to not only market the new feature and its benefits but also to leverage the nostalgia around the product. We create specific assets that targeted not only parents but also individuals who would have interacted with the product when growing up.
My role was to plan the strategy, and collaborate with the creative department for asset creation and execution of the paid social plan on Facebook, Instagram and Pinterest.
The skills utilized included research, tactical audience segmentation, platform best practices, campaign management and reporting.
The results achieved included a 30% higher ROAS than several of its legacy campaigns and the brand's projections. The CTR on the upper funnel campaigns was 8%
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The first product we decided to focus on was Capabunga. Capabunga is a wine stopper invented by two veterans of the wine industry. The challenge was a low product price point, so we decided to do a bundle set to raise the AOV and create a separate landing page. Before iOS changes, we were able to hit our goal of a 2.2 ROAS on our Facebook campaigns. We've since decided to focus on another product they're getting ready for launch called the Market Tote.
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