Grindstore - Paid Social

The Battle Plan

During our research phase, we were able to recognise 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 clear that Grindstore were keen in popular culture and had seen some success in running these types of campaigns. From this, we built out a calendar full of ideas of audiences to target. The calendar included things from political events, movies, popular TV shows, upcoming game releases, concerts and more. Grindstore were able to print designs on products and apparel alike, so we took full advantage of this ensuring that we were ahead of the curve compared to our competitors for pumping out new products.

We started a Facebook 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 to find out what ‘house’ they belonged to. This campaign would result 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.

Another campaign we ran was based on the popular TV show, RuPaul's Drag Race. We set up multiple promoted posts to drive customers to their site. By split testing variants of the products with separated ads tailored to both men and women we saw an increase in engagement throughout the client's social channels all whilst keeping costs at a minimum.