EOS is a highly creative brand with fun content, but when they came to 97th Floor they weren’t leveraging their audience to maximize website conversions. eos needed real customer personas, a well-defined buyer journey, and an massive increase in awareness.
Using a series of tools and customer data analytics, 97th Floor built five eos consumer personas. Each persona included personality traits, concerns, risks, influences, an analysis of the buyer’s current status with eos, and solutions for improvement.
This in-depth analysis led to a full-funnel strategy, including launching on new platforms. Our research also inspired us to craft persona-focused messaging. For example, our discovery that certain personas were interested in astrology led to an entire zodiac signs campaign and targeting based on birth month.
When first launched, we only spent 4.1% of our Facebook budget on Zodiac ads. Despite that, 42.5% of eos' total purchases came through Facebook during that time. These ads drove action with the highest volume of purchases and the highest historic ROAS. They encouraged engagement with 22.9% of our Facebook comments and 10.1% of our Facebook shares. Due to high performance, we allocated more budget for these ads.
