Challenge:
My Mini Moon, a well-known physical and digital childcare store based in Porto, approached Pelican Bay with several challenges: Performance Ads, Social Media Management and Email Marketing. The store has a wide range of products and new collections are constantly arriving, requiring a robust and adaptable digital marketing strategy.
1. Social media management (Instagram and Facebook)
We studied the market and its competitors in detail, creating a strategy that sets My Mini Moon apart from the competition. Communication is very focused on individual new products, anniversary campaigns and promotions. Social media plays a crucial role in announcing new products and the wide range of products on the website. Frequent and visually appealing posts helped keep followers informed and interested.
2. Email Marketing – Egoi
Newsletters play a similar role to social media, announcing new products, special campaigns and promotions. With a reach of more than 10,000 users per newsletter, this is a powerful tool in My Mini Moon’s digital strategy.
In addition to the weekly newsletters, we use Egoi automations, including sending emails to remind users to check out when they abandon their cart, thus increasing the conversion rate. We have also implemented web push, which allows us to send notifications via users’ browsers about special campaigns.
3. Performance Ads
Meta Ads and Google Ads
For performance campaigns, we implemented strategies in both Meta Ads and Google Ads.
- Meta Ads:
- Initial strategy: Extract the product feed from the website and apply it to Meta Ads campaigns. We used an audience of users who are parents and Egoi’s contact list of over 10,000 users (with proper consent), and created Lookalike audiences from the contact list. Initially, we focused on campaigns using the product feed, with the main objective of advertising return.
- Subsequent strategy: We used remarketing audiences and the contact list, allowing us to allocate a larger budget to Google Ads due to the smaller size of the audiences in Meta.
- Google Ads:
- Shopping campaigns: Main focus on optimizing the product feed, adjusting titles and images to better align with user searches and stand out from the competition. We implemented a strong negation of irrelevant keywords.
- Performance Max: A complete approach to the consumer journey, taking advantage of Google Ads’ artificial intelligence.
Search campaigns: Focus on the consideration phase of the consumer journey, capturing users ready to convert.
Resultados:
The integrated digital marketing strategy for My Mini Moon resulted in significant success. Social media, email marketing and performance campaigns worked synergistically to increase visibility and sales. The initial phases of creating awareness and interaction were crucial to the success of subsequent campaigns.
- Social media: Significant increase in interaction and reach, keeping followers informed about new products and promotions.
- Email Marketing: High opening and conversion rates, with more than 10,000 users reached per newsletter and a notable increase in the recovery rate of abandoned carts.
Performance Ads: Meta Ads and Google Ads campaigns have optimized advertising returns, with a consistent increase in sales and a high ROAS.
