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Open Sea Design Co.
Description
The Client: Open Sea is a creative studio based in Brooklyn that specializes in fine stationery and paper goods. Their paper good line is inspired by the occult, the Victorian era, and all manner of esoteric traditions, as well as naturalist art and the treasures of the plant and animal kingdom. The Brief: Open Sea Design Co. had a steady stream of B2B wholesale clients, but wanted to increase DTC retail sales from their online store. They had built an organic social media following but wanted to expand their reach using ads. They were particuarly interested in showcasing seasonal items like their Halloween Collection and 2025 yearly planner. They had an established brand look and voice and weren't looking to change that. Additionally, they wanted someone to handle the day to day management of social media, particularly Instagram.
Year
2024
Status
In Progress
Client
Open Sea Design Co.
Service
Social Media Design & Management
As a design studio, Open Sea had a beautiful asset library of products already established to create organic and paid social posts with. They needed their product catalog to be translated into marketing campaigns suitable for multiple placements.
My solution: after analyzing their existing social media presence and that of their competitors, I leveraged their existing creative assets to create an ad campaign Meta Ads Manager promoting seasonal products. I selected products that already had product lifestyle photography, formatted them according to their placements, and wrote copy for the ads. By analyzing data provided by Meta and Shopify, I noticed that many customers added items to cart but did not complete check out, so I also creating a retargeting campaign using Meta Pixel and Conversions API for increased conversions. I experiemented with different ad formats and settings to maximize ROAS. After 45 days, I averaged a $7.88 return on ad spend, earning nearly eight dollars for every one dollar spent on ads. The click through rate was above market average at 2.7%, with some ads receiving CTRs of 3.5%. Conversion rate for their online store increased by 264%.
In adition to creating ads, I manage their day to day Instagram presence. I used existing creative and new designs to highlight products, ensuring each post was fully integrated with Shopify and their Instagram Store by tagging products. I used Later to manage tags and post schedule to find the optimal times for new posts. I analyzed existing copy to match the brand voice. I also shared posts to stories and created highlight reels.
To increase social media reach, I used Meta Ads Manager to boost Instagram posts weekly. I took advantage of Meta's Audiences feature to split ad sets to delivery to existing followers and a lookalike audience evenly, so as not to overwhelm our existing audience with ads. I increased their reach by 291%, grew their followers by 10%, and increased profile visits by 65% over the course of 45 days.