Founded in 2015, Farer watches have burst onto the horology scene with a distinctively unique design and unparalleled attention to detail. Passionate about creating watches that make the perfect companion to life’s adventures they’ve taken the automatic watch market by storm and are expected to produce some stunning new collections in the year ahead. With a rapidly evolving product portfolio in a highly competitive marketplace, they approached After Digital keen to grow their digital marketing knowledge, brand profile and conversion rates.
As an online retailer, digital marketing was already a critical tool for the Farer team. In their first two years, they sampled several products, consultants and agencies, looking to find the right partner to achieve their ambitious growth targets. However, they struggled to find anyone who truly got to grips with the business or was able to realise their vision. So, when the team came to us, they required tangible results and strategic thinking.
We reviewed former and existing campaigns and created a new international strategy that initially focused on reducing spend and increasing quality. From the learnings of this groundwork, we could then go on to build highly effective campaigns which centred on ROI and sales.
TARGET REVENUE achieved
ROI on average (each year)
ROI on ad spend in 3 months
Our work covered paid social media campaigns and PPC campaigns, with further strategic advice around web UX and SEO. The focus was on key markets including the UK, USA, Australia and mainland Europe (particularly Germany and the Netherlands).
From day one we have applied our social media marketing expertise to actively manage the Farer watches Facebook account, testing and refining audiences to identify the most cost-effective targeting options, optimising bids and identifying the best ad formats for various customer lifecycle campaigns and lead generation activity.
INCREASE in post engagement
INCREASE in direct web purchases from Facebook
HIGHEST CTR with a 4p CPC
Evidence of the success of our campaigns can be seen in the huge uplift across click-through rates, engagement, relevancy scores and lower cost-per-click bids. Our campaigns have achieved CTRs as high as 21.48% with CPCs coming in at just pennies, in a highly competitive marketplace, and with very conservative budgets.
Prior to us taking on the account PPC had been used but to fairly poor effect. The structure of the account failed to meet their requirements, drove below average returns and the Express account limited scope. Our first move was to create a fully featured AdWords account and set up their Merchant Centre for Shopping campaigns across countries.
We then built out country-specific campaigns, translating ads professionally to ensure optimal messaging and testing various formats and audiences to identify the most performant combinations.
Thanks to our paid search experience, AdWords has gone from being their least performant channel to the highest converting channel, with return on ad spend averaging 700% month on month.
As well as the channel specific work, we’ve worked with the Farer team to launch two new product ranges, the GMT Automatics and Aqua Compressor ranges, building awareness and monthly demand around these new collections, whilst maintaining a strong presence for existing products. We’ve also supported them in joining up their offline marketing, such as press and print advertisements, to better track attribution value.
In just 3 months, our strategy had proven so effective that we were seeing target revenues achieved by 294% and a return on ad spend of 2,310%. In 2017, we supported them in exceeding their turnover targets and in the first few months of 2018 we’ve already almost doubled revenues month on month from the previous year.
Interested in finding out about more of our digital marketing clients? Take a look at the case studies below or get in touch.