Zo Zero is an online webshop offering plastic-free alternatives, born from the ambition to reduce plastic use and help others do the same. They have teamed up with Conversive to boost their online visibility and raise awareness about plastic consumption.
To achieve this goal, Conversive developed and implemented an omnichannel strategy, taking responsibility for the setup, management, and optimization.
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About Zo Zero
Zo Zero is an online store for #zeroplastic and #zerowaste products, born from the ambition to reduce the use of plastic disposables and help others do the same. They believe that minimizing waste and avoiding plastic should be easy. They support this through the sale of plastic-free alternatives and by sharing tips and tricks. Additionally, their products are vegan, cruelty-free, and free from palm oil.
Challenge
Zo Zero’s communication objective is to raise awareness about plastic consumption and the relatively easy and affordable ways to find alternatives to single-use plastics and reduce waste. The marketing objective is to increase product and brand awareness and interest, with the additional goals of boosting sales and expanding the customer base.
Solution
To enhance online visibility and raise awareness about plastic consumption, an omnichannel strategy was employed, with Conversive responsible for the setup, management, and optimization of Google Ads and Social Advertising.
The approach focused on capturing high demand for searches related to plastic consumption and sustainability. Additionally, it involved communicating and emphasizing the company’s and product’s propositions to inform and engage the target audience—furthermore, the strategy aimed to increase online discoverability and visibility to counteract competition and boost brand awareness.
For this purpose, multiple campaigns were launched on Google Ads, specified into three types: Search, Shopping, and Performance Max campaigns. In Meta Business Manager, awareness and sales campaigns were created, targeting various stages of the customer journey with different communication styles and visual and textual content.
Results
Google Ads
After a thorough analysis of the target audience and keywords & search terms, Conversive designed a campaign structure focused on branding, bestselling products, and the search behavior of the potential audience. Over the entire campaign period, approximately 930,000 impressions were achieved. With an average CPC of €0.26, costs were kept under control, resulting in a healthy ROAS of 450%.
Social Ads
Conversive set up multiple campaigns of various types, each with different communication and marketing objectives. These campaigns were categorized into reach, sales, and retargeting campaigns. Within each campaign, multiple ad groups were established, targeting different audiences relevant to the company, its products, and the context of the advertising material. Through monitoring, analysis, and optimization, the campaigns proved to be profitable, achieving a return on ad spend (ROAS) of 520%, as expected.
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Martijn Zoetebier
Managing Director Conversive & Group Director Business Development
+31(0)36 200 21 30