The Crane brand has a niche target audience for high-end stationary and cards. The share of new customers had declined due to over-reliance on “demand capture” channels (email, brand search etc.). New-to-Brand (NTB) was a critical focus area of the new marketing strategy. We developed and executed a new acquisition strategy focused on existing customer data to develop personas and look-alike audiences helping to inform targeting, messaging and campaign flighting.
Our solution focused on 3 key areas: (1) Channel-mix (expansion of mix to broaden the customer base while maintaining ROAS), (2) Program orchestration and optimization (defined the detailed revenue plan and identified triggers & responses throughout the year) and an (3) Insights & Advisory team com's (advising the CEO and Head of Marketing on a monthly-bases with tactical adjustment to achieve revenue plans).
The work has delivered oversized returns for Crane. The media plan and channel-mix implementation resulted in improved media efficiency, channel diversification and better visibility into the performance of the Crane leadership team.
The Result: 28% increase in paid media ROAS and 5.3x increase in paid social revenue with the same spend.