Sannib London

Introduction

Sannib London is a british contemporary artist based in London. He produces intricate and intriguing original contemporary portraits and abstract themes mainly focusing on Islamic art.

 

The key markets for Sannib London included the UAE, Persian Gulf, Europe & London. The target demographic for Sannib London had to be defined carefully, and ranged around the middle-aged clientele who appreciate  unique pieces of vibrant art and that had a keen interest in Hannib’s painting techniques and textures.

Challenges

Sannib had been using Facebook Ads in an attempt to generate sales but wasn’t experiencing much joy or many conversions. We identified that he was also missing important Facebook pixel events and had inaccurate targeting. As a result of the missing pixel events, there wasn’t any previous data to further optimise his campaigns, which meant that we had to start from scratch.

 

Initially, we had to identify the key characteristics of his buyers and we created a buyer persona to enable more target driven marketing. The key goal for Sannib was improving the key metrics such as Purchases, lowering the CPA and increasing the ROI of his Advertising Spend.

Our Strategy

First we had to create and associate the Facebook Pixel on Sannib London’s website; implementing the correct pixel codes on the correct checkpoints of his site. We tested each pixel via the Facebook Pixel helper to troubleshoot any issues with matching the products.

 

Using Facebook’s partner integrations we were also able to upload all of Sannib’s products on his website and associate them to the Facebook Pixel. This allowed us to retarget previous users with more specific ads.

 

After talking to Sannib and understanding his business and target market we were able to create an audience of users interested in Islamic art and who have a luxury lifestyle in the Middle East & Europe.

 

We started optimising campaigns for a the larger sales funnel by optimising the campaigns for “View Content” to achieve targeted users views to Sannib’s artwork. Once we start seeing targeted traffic to the site & product pages we optimised active campaigns for the next part of the funnel; “Add To Cart”.

 

Again once we saw there was a consistent flow of “Add to Cart” events occurring for the campaign, we optimised for “Initiate Checkout”. At this point of the optimisation we started seeing more lucrative and consistent sales for Sannib.

After we felt comfortable in the number of sales we were achieving over 7-days we finally optimised our main campaign for Purchases. Optimising for purchases has dramatically increased the conversion rate of the account and produced consistent sales revenue.

 

We went on to start creating Lookalike Audiences based on sales results. The clear winner was the performance of lookalike users who had purchased from Sannib previously, and who we targted through both his “Customer List” &  “the Facebook Pixel”.

Results

50

(£) Reduction in CPA

350 %

(%) Maintained ROI

15 %

(%) Increases Month on Month Sales by

As a result of our intervention and direction Sannib London is now thriving and increasing it’s customer base daily. As we can accurately track incoming sales we can optimise campaigns to reach more people who are likely to purchase. Using Facebook’s interest targeting we were able to reach Sannib’s preferred audiences and are able to generate large revenue sales.