The fact remains that not everyone will know about your business. This underlines the need to utilize strategies and tactics that will not only reach new audiences but also build a rapport with them throughout their customer journey. That's why brand awareness marketing is vital for any direct-to-consumer (D2C) brands that are either new to the market, introducing a new product to their current customers, or looking to expand their customer base. Building brand awareness doesn't just happen over one touchpoint. On average, it takes 5-7 touchpoints to build brand awareness, meaning that there needs to be quite a bit of planning and execution behind brand awareness marketing.
Recently, one of our customers found great success with their brand awareness marketing efforts. Leonisa, a retail brand that produces a range of women's lingerie, shapewear, swimwear, men's underwear, and activewear, has built a comprehensive brand awareness strategy in order to get their brand in front of more shoppers and engage those shoppers during the early stages of the customer journey. They shared a few of the ways they've been able to ensure their brand awareness marketing campaigns go beyond merely bringing new audiences to create customer experiences that ultimately build customer lifetime value (CLV).
Consolidated Their Marketing Stack
Key Result: A 66% decrease in costs per clicks (CPCs) in four months
Most of the D2C brands that leverage digital marketing understand the difficulty of keeping track of all their marketing efforts across e-commerce platforms and tools. It can be incredibly time-consuming to monitor the effectiveness of each tool. Doing this typically entails a granular process of signing into various reporting dashboards and trying to match up data and marketing actions to an overall result. This can leave a lot of marketers with their heads spinning. However, consolidating your marketing tools will save you time, money, and resources, which will enable you to focus on strategies for growing your brand.
Leonisa avoids this by establishing their objectives at each stage of the customer journey, finding the marketing tools that can help them reach them, and removing redundant tools from their marketing stack. From there, they integrate these tools into their AdRoll dashboard, enabling them to gain actionable insights and make data-informed decisions to optimize their marketing spend.
Recommended Blog: The Best Shopify Apps for D2C Brands
Optimized Brand Awareness Marketing With Video Ads
Key Result: A 424% increase in click-through rates (CTR)
D2C brands continue to utilize video for good reason. On average, video ads see 54% more brand awareness than other ad types, making it one of the most impactful methods for capturing potential shoppers’ attention. Since video is becoming the most popular ad type, it can be tempting to think of it as merely a method to garner more conversions. But that shouldn't necessarily be the case because most of the time, it takes more than a few touchpoints to convert a potential customer.
When launching their video campaigns, Leonisa took this into account. Their team optimized their video campaigns for engagement metrics, such as CTR, and saw it as a part of a broader, more comprehensive strategy. By prioritizing these metrics, Leonisa was able to create personalized video ads that were specifically built to push potential customers down the path to conversion. This helped create a better overall customer experience.
Recommended Blog: Guide to Building a Video Marketing Strategy
Personalized Through Contextual, Demographic, and Interest Targeting
Key Result: On average, audiences visited two to three pages per website session
As digital marketing evolves, so does the scope of its capabilities. With the advancement in artificial intelligence (AI) technology, it's become easier for D2C brands to leverage techniques, such as personalization, to better engage with target audiences. According to a survey from Everage, 88% of the businesses that utilize personalization tactics do so to deliver better customer experiences. The industry consensus is that personalization does positively impact the bottom line.
Leonisa has taken note and paired their video and dynamic ad campaigns with smart segmentation and targeting strategies. The D2C brand segmented their pool of potential customers based on a few variables and built campaigns around them. For example, they launched ad campaigns that leveraged contextual targeting (serving ads on only websites that are relevant to their brand), interest targeting (serving ads based on topics that audiences have shown interest in on social), and demographic targeting (serving ads based on demographic features such as gender, age, and ethnicity). As a result of this segmentation approach, the visitors coming to Leonisa’s website were more engaged, visiting between two to three pages per session — signaling a high-intent to purchase.
Recommended Blog: Right People, Right Time, Right Place: Targeting Your Audience Online
Are you interested in boosting your brand awareness marketing efforts? Check out What is Brand Awareness? to get a crash course, The Comprehensive List of Brand Awareness Tools to figure out what tools you'll need, and 3 Ways to Increase Brand Awareness to learn how to do it.
Originally published on February 20th, 2020, last updated on June 16th, 2022.