Quilted: Marketing Case Study

Audit:

Quilted mainly targeted iOS users and heavily relied on third-party audiences for retargeting purposes.

Strategy:

The strategy focused on decreasing Quilted’s reliance on third-party data, honing targeting, and updating creative to meet social media advertising best practices.

Solution:

• Platforms: Launched campaigns across Facebook, Instagram, Google Search, SnapChat, Pinterest, and YouTube.
• Audience: Tested five different interest-based audiences against each other to find the winning audience. Focused retargeting strategy on first-party retargeting builds, abandoning low volume third-party audiences. Tested high intent keywords to capture website viewers in a gift-giving state of mind.
• Content: Edited preexisting 2-3 minute videos into 15 and 30-second, hook-driven ads. Tested copy to find the optimal headline, primary text, and description. Updated the landing page to make it more mobile-friendly.

As a result of implementing the new strategy and solutions, Quilted achieved the following:

• Improved Cost Per Click (CPC) by 84%.
• Improved Cost Per Account Created (CPAC) by 36%, from $74 to $48, achieving the most efficient CPAC in Quilted's history.

Through a combination of platform diversification, audience targeting, and content optimization, Quilted was able to overcome the challenges posed by the iOS 14.5 privacy updates and significantly improve their campaign performance.