Case Study: Paid Ads for Juniper
Juniper is a premium, creator-focused merchandiser that takes a 360-degree approach to supporting their clients. This includes merchandise design & manufacturing, online store creation, and digital marketing. Their roster includes a number of YouTube’s largest creators and they typically have a young, highly engaged audience.
Juniper’s creators share their products on their YouTube channels to drive sales. Although this organic marketing strategy drives loyal fans to Juniper’s eCommerce stores, only a percentage of their purchases come directly from YouTube. So they support this with other channel strategies, including paid advertising.
In November 2019, Juniper signed with Flywheel for ongoing management of their paid advertising. This lined up closely with the Black Friday-Cyber Monday weekend. Juniper’s goal was to drive as many sales as possible over the four day weekend, and our directive was to maintain a 6x minimum ROAS. BFCM is a massive weekend for Juniper as parents stock up on Christmas presents, and we were ready to create a detailed, retargeting-focused strategy to meet their objective.
Juniper has a roster of over a dozen creators, each one with differentiated audiences and products. This meant plenty of opportunities for promotion. However, managing their Black Friday campaign presented a challenge of scale and strategy in working with each unique creator. We needed to stand out amongst the noise and maximize our return in a short period of time.
To support Juniper’s goal, Flywheel’s four-day campaign was driven by three main strategies:
Aggregate the twelve creators’ metrics for an at-a-glance view of performance
Build a two-fold remarketing plan through eye-catching graphics and dynamic retargeting
Automate the budgeting process to succeed in maximizing a positive ROAS
Before building the campaign, we needed to streamline the data of each creator into one dashboard. The GDS Dashboard lists important metrics including costs, direct ROAS, and conversion values. This allowed us to focus on marketing Juniper’s top-selling products based on the Master Dashboard metrics.
To target consumers who were interested but have not previously purchased Juniper’s merchandise, we targeted store visits in the last 14 and 180 days. Each remarketing group had a differentiated spend, with higher spends on more recently active visitors.
We worked with Juniper’s design team to create eye-catching graphics on Facebook and Instagram, including custom videos for Instagram stories.
We supplemented these ads with dynamic retargeting. By pulling in product information directly from Juniper’s stores, we were able to populate the ads dynamically based on the consumer’s product viewing history. This also connected to their store data, enabling our ads to optimize conversions by headlining Juniper’s top products for that specific user.
Crucially, we also used the shop’s product feed to add strike-through pricing to products in the ads. Discount amounts influence consumer purchases, and seeing the actual drop in price is particularly attractive to customers during discount season. This tactic helped differentiate Juniper’s substantial discounts from other BFCM discount ads with weaker sales pricing.
A heavy advertising spend on BFCM can cause drastic fluctuations in ROAS. And given the short time period, we needed to ensure we didn’t miss out on potential incremental sales. So we implemented rules-based budgeting automation to scale their spend up or down dynamically. This automation ran on an hourly basis.
As a result of our Black Friday weekend campaign, Juniper saw a 19x ROAS with over 3,000 purchases. The ROAS was over 3 times the minimum goal requested by Juniper and helped them clear their sales goal for the weekend: over $1 million in sales during BFCM alone.