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Hill House Home

Deep understanding of audience and strategic social ad scaling leads to a 250% increase in new customers for this DTC brand.

hillhouse

Increase in New Customers

+250%

Increase in Revenue

+261%

Higher Ad Engagement

+80%

Client Overview

Hill House Home makes stylish and comfortable bedding, loungewear, and accessories. As a lifestyle direct-to-consumer brand, they prize authenticity when connecting with their audience, which has given them a strong following of brand advocates. They choose Right Symbol to scale new customer acquisition.

The Goal

Brand-Focused New Customer Acquisition

  • Hill House Home partnered with SEO Shapers to become a standout new brand in the intensely competitive D2C bedding category.
  • With rising ad costs and the number of new brands vying for attention, creating a true standout brand via Facebook and Instagram advertising is a major challenge.
  • The teams needed a fundamentally new approach to resonate with and convert a wider audience.

Our Strategy

  • New audience discovery to find more Brand Loyalists.
  • Unique ad creative concepts to speak to the target audience.
  • Scaling successful strategy to keep reaching new, excited customers.
  • Retarget people who made any purchase from Hill House Home in the past 180 days.

Audience Discovery

  • We worked together with Hill House Home to profile the attributes and analysing previous buyers to gain insight into which audience layers and creative choices were the most likely fit to become new customers.
  • Exploring fans who had purchased multiple times helped us to plan campaigns geared at profitability.
  • Establishing both of the above processes helps both teams to continually revisit audience signals to update targeting and strategy as consumer behaviour and preferences change on Facebook and Instagram, and as Hill House Home expands their product portfolio.

Ads Creative

  • Given the personal nature of Hill House Home bedroom and bathroom products, the teams incorporated native-feeling video into the ads that echoed the user-generated social posts of their most loyal customers.
  • This approach borrowed from Hill House Home’s organic social posts, with some successful ads created using the core Stories features in Facebook and Instagram.
  • The style reflected how Hill House Home presented itself to the world and cut through the clutter of overworked DTC ads people were used to seeing, leading to 80% increases in ad engagement.

Retargeting

  • We choose those people who made any purchase from Hill House Home in the past 180 days. We also invested in creative assets for a customised shopper experience.
  • Revenue generated from retargeting increased +20.7%.

Opportunities to Scale

With Instagram seeing great success behind these strategies, the approach was translated to Facebook.

Facebook, which historically had been a performance challenge for us to implement these strategies.

We attracted lookalike audiences built on precise past buyer data on the Facebook news feed ad placement.

Stories placement options and ad formats on Facebook is an advantage for us to scaling social reach while beating ROAS goals.

CONCLUSION

  • Increase in revenue by +261% and social media reach while beating ROAS goals.
  • +250% increase in new customers while targeting lookalike audiences built on precise past buyer data.

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