UpWest
Social Strategy + Paid Media + Content Creation + Analytics Reporting
“COMFORT FOR BODY, MIND, AND SPIRIT”
UpWest has a mission to provide comfort, which fuels their passion to positively impact people and planet. They strive to source sustainable fabrics when creating their soft, cozy clothing.
Here’s how we helped them identify and achieve their social media marketing goals.
Strategy Workshop
Our strategy workshop is an organized and facilitated full-day event with multiple stakeholders, complete with consumer journey mapping, whiteboarding, snacks, and more. For our day with the UpWest team, we had the following key objectives on the agenda:
IDENTIFY
opportunities available to connect with consumers using social media.
LEVERAGE
their brand fundamentals, target audiences and goals.
CREATE
a solid brand launch strategy, to be communicated to internal partners.
This investment of time and energy paid off.
We uncovered the key to our social strategy: we neded to drive top-of-funnel awareness, engagement, and traffic among their target audience. We also determined that a combination of audience insights combined with compelling creative would deliver the most efficient ads campaigns.
Following the workshop, we got to work providing recommendations across their key platforms:
Content
Community management & influencer marketing
Paid media
Analytics
Targeted Advertising
A key to our work with UpWest was continual testing for optimal targeting and results. Testing included:
Experimenting with different audiences
Combining native targeting criteria with UpWests’s website data
Different ad units, from single image and carousel to short-form video and product collections
By maintaining a drive to keep improving, we were able to produce great results in our first full year together:
50M people reached
300M impressions
1.2M clicks to eCommerce website
Excellent ROI, including a 7.11 ROAS in an experiment with conversion-based ads
“Matthew Dooley and his team have been a game changer for us.”
“They are a small but mighty team that keeps the pedal on the metal for us for consistent, quality traffic and conversion ads. Great results and great people!”
—Luke Oppliger, Director of Marketing, UpWest
Reels-Focused Video Shoot
We identified an opportunity to create Reels-first content for Instagram ads. The Dooley team led and managed the entire creative process, from securing the talent and location to developing the shot list, directing the shoot, and producing all content.
Results:
25% reduction in CPC
55% increase in conversion rate
Continual testing, learning, optimizing
Over the course of three years, we stewarded nearly 8 figures of paid social spend.
In order to accelerate–not just maintain–performance, we’ve run dozens of test-and-learns to develop the optimal mix of platforms, audiences and creative. For example:
Awareness building on TikTok
Driving offline retail sales
Lifestyle vs ecomm photography
Along the way, we’ve kept the client in the loop via regular, ad-hoc, and real-time reporting.
