Results
The Challenge
The Process
Blue Wheel implemented the PowerBlock traffic campaign strategy in steps and continually reassessed it to ensure we were on the right track. Because of the great results in revenue and scale achieved for PowerBlock, we have started incorporating traffic campaigns as part of our go-to strategy, especially before promotional periods to rebuild the sales funnel.
Determined to meet the high topline revenue goal, we needed to ensure our retargeting audience was built up. To build our retargeting audience up, we launched a traffic campaign optimizing for landing page views using strong videos, ensuring we had a creative variation that spoke to various audiences.
During the first promo period, we observed that the retargeting audience saw improved scale and performance, which could be attributed to the traffic campaign. We relaunched the traffic campaign following the first promo period to prepare for the next one.
We concluded that the second promo period saw the same performance and scale as the first, indicating that running traffic right before a promotion allowed us to scale retargeting spending efficiently. Running traffic before a promo is now a standard practice for our team.
The Solutions
Blue Wheel tackled the challenge by proposing a traffic campaign to cost-efficiently build the funnel. However, there was a concern that while the traffic campaign might build the funnel, it may not be a qualified audience interested in making a purchase. We could assess the effectiveness of the traffic campaign by scaling retargeting while maintaining a positive return on ad spend (ROAS).
We had influencer and conversion creative videos ready to run in our traffic campaign. These videos were underused because static images and GIFs typically perform better for purchase optimizations. However, this was a great opportunity to test them and see how they would perform. Our team solved the problem by launching an effective traffic campaign with strong influencer and conversion creative videos.
