McKenna Man, a successful menswear business founded in 1940, has remained a staple in the industry to this day. Run by Conor McKenna, the founder's grandson, the business prides itself on offering quality, choice, and service to its customers, catering to both casual and formal occasions.
Objective
Drive significant sales growth during the competitive BFCM period through a multi-channel marketing strategy.
Strategy
A coordinated, data-driven campaign was executed across Meta Ads, Google Ads, and Email Marketing, focusing on maximising reach, engagement, and conversions.
Email Marketing
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Lead Generation: A pre-BFCM Meta Lead Gen campaign effectively built subscriber lists, expanding our reach for targeted promotions.
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Exclusive Offers: Rewarded subscribers and loyalty programme members with exclusive early access to BFCM deals, fostering loyalty and driving pre-sale engagement.
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Results: A 99% year-on-year revenue increase was achieved, driven by a strong 48.52% average open rate, demonstrating the effectiveness of personalised email communication.
Meta Ads
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Creative Excellence: A diverse range of high-impact creatives, including videos, GIFs, and dynamic product catalogue ads with discount-focused frames, were deployed to capture attention in the crowded Meta landscape.
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Strategic Budget Scaling: Ad spend was strategically increased in the weeks leading up to and throughout the BFCM period to maximise reach and capitalise on peak shopping moments.
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Results: Meta Ads delivered an impressive 29.71 average account ROAS and a 61.78% year-on-year revenue increase, showcasing the power of targeted social media advertising.
Google Ads
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Proactive Budget Management: Budgets were gradually increased earlier in the month to prepare for BFCM demand, avoiding disruptive and potentially costly sudden spikes.
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Seasonal Bid Adjustments: Google Ads' seasonality adjustments feature was leveraged to dynamically optimise bids based on historical data and anticipated traffic patterns.
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Results: Google Ads contributed significantly to overall success, with year-on-year increases of 28% in conversions, 27% in conversion value, 20% in ROAS, 10% in clicks, and 20% in profitability.
Key Takeaways
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Synergistic Multi-Channel Approach: The coordinated execution across email, Meta, and Google Ads amplified the campaign's impact, demonstrating the power of integrated marketing.
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Compelling Creative: High-quality, engaging creatives were essential for capturing attention and driving engagement across all platforms.
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Data-Driven Optimisation: Continuous performance monitoring and data analysis across all channels enabled real-time adjustments and maximised ROI.
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Strategic Budget Allocation: Smart budget scaling during peak shopping periods proved critical for capitalising on demand and driving significant returns.
Conclusion
The McKenna Man BFCM campaign successfully leveraged a multi-channel, data-driven approach, combining targeted email marketing, impactful Meta Ads, and a robust Google Ads strategy to exceed revenue targets and achieve significant year-on-year growth. This case study highlights the importance of strategic planning, creative excellence, and data-driven optimisation for success in high-demand retail periods.