case studies

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Hampton Lane

Sep 3, 2020

Hampton Lane are a successful Hamptons style retail store based in Warrandyte, Victoria. The mother-daughter duo sell a wide range of elegant products, sourced from all across Australia.

With the recent Victorian pandemic forcing their physical operation to close temporarily, Hampton Lane enlisted the help of practiceedge to run a series of Facebook campaigns with the objective of boosting their shopify sales and increasing brand awareness.

Using a limited budget, practiceedge quickly got to work developing a three-phase Facebook marketing strategy to bring about increased awareness and sales.

phase one

Phase one involved building local brand awareness. Using three carousel and two single image ads, practiceedge targeted women aged between 25-60 who lived within a 15km radius of the Hamptons storefront in Warrandyte. The resulting ads produced 45,801 impressions on Facebook and sent interested users directly to the website to showcase Hampton Lane’s extensive product range.

phase two

In phase two practiceedge implemented a local retargeting strategy for anyone who had visited the website within the last 30 days. These users were shown either a dynamic retargeting product ad or a carousel retargeting ad to keep the brand top-of-mind.

Dynamic retargeting is a powerful ad strategy that generates personalised Facebook ads based on a user’s past engagement with Hampton Lane. Users were shown 2-10 specific products based on what they’ve previously looked at, any items they may have left in their shopping cart and even past purchases they’ve made on the Hampton Lane website.

Carousel retargeting ads are similar to dynamic retargeting ads, only that creatives are manually selected rather than relying on a user’s past behaviour.

phase three

The third phase targeted an audience at the bottom of the funnel (BoFU) by running one carousel and two single image ads to a 2% lookalike audience based on users who had added an item to their cart on the Hamptons website in the last 30 days.

phase one

Phase one involved building local brand awareness. Using three carousel and two single image ads, practiceedge targeted women aged between 25-60 who lived within a 15km radius of the Hamptons storefront in Warrandyte. The resulting ads produced 45,801 impressions on Facebook and sent interested users directly to the website to showcase Hampton Lane’s extensive product range.

phase two

In phase two practiceedge implemented a local retargeting strategy for anyone who had visited the website within the last 30 days. These users were shown either a dynamic retargeting product ad or a carousel retargeting ad to keep the brand top-of-mind.

Dynamic retargeting is a powerful ad strategy that generates personalised Facebook ads based on a user’s past engagement with Hampton Lane. Users were shown 2-10 specific products based on what they’ve previously looked at, any items they may have left in their shopping cart and even past purchases they’ve made on the Hampton Lane website.

Carousel retargeting ads are similar to dynamic retargeting ads, only that creatives are manually selected rather than relying on a user’s past behaviour.

phase three

The third phase targeted an audience at the bottom of the funnel (BoFU) by running one carousel and two single image ads to a 2% lookalike audience based on users who had added an item to their cart on the Hamptons website in the last 30 days.

facebook campaign highlights & results (july 15 – sept 01)

phase one

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The campaign spent a total of $331.82 on an $8/day budget

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Generating 45,801 impressions and reaching 19,464 people

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3,822 users visited the landing page at a cost of $0.09 per landing page view

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$2,120.00 in revenue was generated, resulting in a 6.39 ROAS.

phase two

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The campaign spent a total of $529.87 on a $12/day budget

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Generating 58,323 impressions and reaching 3,149 people

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$2,501.90 in revenue was generated, resulting in a 4.72 ROAS.

phase three

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The campaign spent $160.04 on an $8/day budget

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Generating 14,544 impressions and reaching 5,336 people

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$4,098.20 in revenue was generated, resulting in a 25.61 ROAS.