Retargeting Campaign Strategy

Retargeting Campaign Strategy for Gucci: Bags

Objective:

To re-engage visitors who have shown interest in Gucci bags but did not complete a purchase, ultimately driving conversions and increasing brand loyalty.

1. Target Audience:

• Custom Audiences:
  • Visitors who viewed specific bag product pages.
  • Users who added bags to their cart but did not complete the purchase.
  • Users who engaged with Gucci's social media posts related to bags.
• Lookalike Audiences:
  • Create lookalike audiences based on previous purchasers of bags.

2. Ad Creatives:

• Ad Formats:

  • Carousel Ads: Showcase a selection of popular bags, highlighting different styles, colors, and features.
  • Dynamic Product Ads: Automatically display the specific bags that users viewed or added to their cart.
  • Video Ads: Short videos showcasing the craftsmanship and lifestyle associated with Gucci bags, emphasizing exclusivity and luxury.
  • Collection Ads: Feature a primary bag with complementary items (e.g., wallets, accessories) to encourage upselling.

• Visual Elements:

  • High-quality images of bags in various settings (e.g., street style, luxury events).
  • User-generated content featuring influencers or customers with Gucci bags.
  • Seasonal themes or limited-time offers to create urgency.

• Copywriting:

  • Use persuasive language that emphasizes exclusivity, craftsmanship, and the luxury lifestyle.
  • Include clear calls-to-action (CTAs) such as "Complete Your Purchase," "Shop Now," or "Discover More Styles."
  • Highlight any ongoing promotions or limited-time offers.

3. Targeting Parameters:

• Platforms:

  • Facebook and Instagram (primary focus due to visual nature).
  • Google Display Network for retargeting across websites.

• Demographics:

  • Age: 25-45 (targeting fashion-conscious consumers).
  • Gender: All genders, with a focus on segments that show higher engagement with bags.

• Interests:

  • Luxury fashion, designer brands, handbags, fashion accessories, and lifestyle.

• Behavioral Targeting:

  • Users who have engaged with Gucci's website or social media in the last 30 days.

4. Budget Allocation:

• Total Budget: $100,000 for a 3-month campaign.

• Allocation:

  • Ad Spend: 70% ($70,000) on paid ads across Facebook, Instagram, and Google Display Network.
  • Creative Development: 20% ($20,000) for high-quality visuals, video production, and copywriting.
  • Analytics and Optimization: 10% ($10,000) for tools and resources to track performance and optimize campaigns.

5. Key Performance Indicators (KPIs):

• Engagement Metrics:

  • Click-through rate (CTR) on ads.
  • Engagement rate on social media posts (likes, shares, comments).

• Conversion Metrics:

  • Return on ad spend (ROAS).
  • Conversion rate from retargeted ads.
  • Number of completed purchases from retargeted visitors.

• Customer Retention Metrics:

  • Repeat purchase rate from retargeted customers.
  • Average order value (AOV) of retargeted customers.

• Brand Awareness Metrics:

  • Increase in brand mentions and social media followers during the campaign period.

6. Optimization Strategy:

• Monitor ad performance weekly and adjust targeting, creatives, and budget allocation based on which ads are performing best.
• A/B test different ad formats, visuals, and copy to identify the most effective combinations.
• Use retargeting frequency caps to avoid ad fatigue among users.

Conclusion:

This retargeting campaign strategy for Gucci aims to effectively re-engage potential customers who have shown interest in bags, leveraging high-quality creatives, targeted advertising, and a clear focus on conversion metrics to drive sales and enhance brand loyalty.