Meta lead campaign for Mother’s Day – Huge Success
Now here’s a yarn worth unravelling in detail. Cruellas, a small but mighty knitting and wool supply shop nestled in the heart of Nelson, New Zealand, may appear modest on the surface, but their reach extends far beyond local boundaries. Through their well-crafted e-commerce platform, they’ve become a go-to source for knitting supplies not just in New Zealand but across Australia as well. Their success is no fluke — it’s the result of combining quality products with strategic marketing initiatives. However, like many e-commerce businesses, Cruellas knows that generating new, qualified leads is a constant challenge. Finding customers who aren’t just browsers but truly interested in knitting can be tough. That’s where the Mother’s Day campaign came in.
With Mother’s Day approaching, Cruellas teamed up with Hi Ho to craft a lead generation campaign designed to tap into a key audience segment — those with a passion for knitting or those looking to give thoughtful, craft-related gifts. The hook? A giveaway featuring multiple knitting kits. Now, knitting kits might not be everyone’s cup of tea, but that’s exactly why this campaign was set to generate high-quality leads rather than casual entrants looking for any freebie. By offering a prize that specifically appeals to those with a genuine interest in knitting, crocheting, or embroidery, Cruellas was targeting individuals who were much more likely to become long-term customers. In short, this campaign wasn’t just about generating leads; it was about finding the right leads — passionate, crafty individuals with a love for wool, threads, and creative projects.
The campaign was cleverly structured using Meta’s instant forms. This seamless in-app solution allowed potential leads to fill out their details directly within Facebook and Instagram, preventing the dreaded bounce-out that often happens when users are redirected to external sites. The result? A smooth and easy sign-up process that kept potential leads engaged from start to finish.
The impact of this carefully planned campaign was remarkable. Within just one month, Cruellas managed to double their customer database at a cost of only $0.21 per lead. But that’s not all — they also saw a 42% increase in revenue compared to the previous month. And the wave of new visitors kept coming, with site visits spiking by an impressive 21%. These numbers didn’t come out of thin air. They were the product of smart targeting, from geolocation and age demographics to focusing on the interests and behaviours of knitting enthusiasts. It was all about finding those small but powerful pockets of dedicated knitters.
Knitting may have once seemed like a lost art, but its popularity is experiencing a renaissance, with more and more people rediscovering the joys of creating something tangible with their hands. Locating these enthusiasts, however, wasn’t easy. It required a deep understanding of where they could be found and how to appeal to their creative spirits. Yet, in the end, the effort paid off — proving that sometimes, the best results come from careful planning and a little patience. So, if you’re in need of a new jumper for next winter, now might be the time to start planning. After all, the best knitting projects take time, and, for some of us, it might take even longer — but that’s just part of the fun.