Grindstore - Paid Social

Grindstore - Paid Social

Alternative money-making methods

Grindstore is the home of alternative fashion. Catering to all ages and needs, it stocks products from the best TV shows and movies, bands and brands around. Some of these brands include our favourites such as DC, Marvel or Star Wars. Grindstore lives to bring the best quality merchandise, with exclusive products you can't get anywhere else, at great prices.

Grindstore was previously running PPC but its in-house Marketing Manager and IT Technician believed that PPC wasn't profitable enough. It wanted to expand and look at other ways to market its products. We suggested Paid Social as it allows you to set advanced targeting, often at a cheaper cost if done correctly.

And so the challenge was set – increase brand engagement, traffic and marketing comms sign ups.


Grindstore Gif

Grindstore ad examples

Campaigns fit for a king… or queen

During our research phase, we highlighted that the client wasn't promoting their products well enough. There was very little targeting, meaning they were missing out on a lot of potential customers.

It was immediately obvious that Grindstore knows it all when it comes to popular culture and they've seen some success in running campaigns centered around this. So, we built out a calendar full of ideas that we can market to target specific audiences. The calendar included anything from political events, movies, popular TV shows, upcoming game releases, all the way to concerts and more. Grindstore were able to print designs on products and apparel alike, we took full advantage of this, ensuring that we were ahead of the curve compared to our competitors, when it came to pumping out new content.

We started a messenger campaign to begin with, following the end of the popular TV series Game of Thrones. Using ManyChat, we created an engaging quiz within Facebook Messenger that people could play through to find out what "house" they belonged to. This campaign resulted in a huge amount of interaction allowing us to build a marketing list which could be used for remarketing purposes in both PPC and Paid Social campaigns.

Of course, we didn't stop there. That first campaign opened the doors for more quirky campaigns. Another was centered around Ru Paul's Drag Race where we set up multiple campaigns to drive customers to the Grindstore website to buy themed Christmas jumpers. Using split testing variants of the products, with separate ads tailored to both men and women, we saw an increase in engagement throughout the client's social channels whilst keeping costs at a minimum.

Slaying those results

These campaigns were a huge success for Grindstore.

All the campaigns lead to over a 61% increase in revenue for the client.

The Game of Thrones Quiz took place over Facebook Messenger. This generated 7242 engagements to the page and 1000 new contacts that were used in future nurturing campaigns. The conversion for message replies was at a minimised cost of 0.13p per result. Delivering better than the client expected.

The multiple linked promotional campaigns centered around Ru Paul delivered an increased click through rate of 75% across the three months it was running. This equated to 122% return on advertising spend (ROAS) for the client too. The campaign was popular amongst the target audience, resulting in over 120 shares and 1500 likes, all helping drive the results and brand awareness for Grindstore.

Grindstore comments

Dressed for success

Game of Throne Chat bot:

  • 7,242 page engagement

  • Cost per conversion (message replies) of 0.13p

  • 1,000 new subscribers from Facebook Messenger.

Sleigh away

RuPaul Facebook ad:

  • 75% increase in CTR within 3 months

  • 122% increase in ROAS within 3 months

  • Our RuPaul ad resulted in over 1,500 comments and 120 shares


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