Jac+Jack sequential social messaging

About Jac+ Jack

The challenge

Jac+Jack began in 2004 by Jacqueline ‘Jac’ Hunt and Lisa ‘Jack’ Dempsey. They have become known around the world for high-quality modern clothing that men and women can wear everyday.

J+J have a minimalist, high fashion aesthetic. Making sales is a good thing, but sounding ‘salesy’ is completely off brand.

With their high end photography, some tailored copy, and clever audience building, we moved a fresh audience to purchase without broadcasting ‘salesiness’.

Scope of work

01.

Paid social strategy and management 

02.

Paid search strategy and management 

03.

Data analysis and reporting

Our solution

We created strategic audience mixes for Facebook placements to move new audiences through the consideration phase of the funnel.

 

Phase 1 ads helped us find new people whose behaviour online indicated they might be interested in a brand like ours. Our Phase 1 audience looked like this: 

  • Include: lookalike & Interest audience
  • Exclude: anyone who has been to the website, engaged with the page in the last year, existing email list

Phase 2 creative copy focused on more specific product benefit. Our Phase 2 audience looked like this:

  • Include: anyone who engaged with the page from sequential 1  
  • Exclude: anyone who has been to the website, existing email list, anyone who engaged with an ad in the last two weeks

Phase 3 creative moved to a conversion format – product-based carousel. Our Phase 3 audience looked like this:

  • Include: anyone who engaged with the page in the last year , anyone who engaged with us on Instagram, anyone who has been to the website
  • Exclude: existing email list

Result

We saw positive results across all metrics, with some key highlights: 

  • Increased absolute revenue 
  • Above average CTR at 2.04% with female audience CTR at 4%
  • Continually improving cost per result 
  • Increased engagement with over 6000 actions taken during the campaign period