The 'People-First' Social Strategy That Drove 12% Online Revenue Growth

TESTIMONIAL

“Wolfgang Digital implemented an effective digital strategy that helped us to pivot our business to drive phenomenal growth, along with helping us get the right foundations in place to ensure we are set up for future online customer demands in Ireland. The strategy we’ve implemented together has not only helped grow our omnichannel business, it has helped to transform our business, to engage a younger customer base to fuel our business into the future.“

Caroline Coughlan, Head of Digital and CRM, Woodie’s

WOLFGANG DIGEST

Faced with a declining market post-pandemic, our team boosted Woodie’s online revenue by 12% in 2023, overcoming shifting consumer behaviours and intense digital competition with a targeted, inspirational social content strategy.

CHANNELS

Meta, Pinterest & TikTok

GROWTH

Online Revenue +12% YoY

THE CHALLENGE

Post-pandemic, Woodie's faced a decline in the DIY, Home & Garden sector. Our agency was tasked with achieving a +10% increase in online revenue in 2023. This goal was set amidst shifting consumer behaviours, an aging customer demographic, and increased competition due to more digitally savvy businesses emerging during the pandemic.

OUR STRATEGY

To address these challenges, we revised our social media approach to focus on inspirational, people-first content aimed at encouraging home improvement and decorating. This shift from brand awareness to conversion-oriented content was executed through:

Leveraging user-generated content.
Collaborating with influencers.
Creating in-store content with employees.
Our goal was a 50% year-on-year (YoY) increase in social media-driven revenue, contributing to the overall target of 10% online revenue growth.

INNOVATION USED

Our strategy centered on building consumer trust and winning paid media auctions with authentic, trending content.

This resulted in CTRs 200% higher than the previous year's awareness-focused ads.

We utilised trending topics from TikTok, Pinterest, and Instagram for content planning, leading to a 21% decrease in cost-per-impressions (CPM) across channels.

Pioneering shopping ad formats like Pinterest Catalogue Sales, Meta’s Advantage+ Sales campaigns, and TikTok Smart Performance Ads were instrumental in our approach, allowing comprehensive remarketing and nurturing of engaged users.

BUSINESS GROWTH

Our strategy of embracing people-first, trend-based content and innovative ad formats led to significant growth for Woodie's, demonstrating the effectiveness of adaptive digital marketing in a changing retail landscape.

Online revenue increased 12% YoY
Social media-driven revenue increased 73%
Enhanced content relevance and authenticity reduced CPCs by 22% on Meta an 41% on Pinterest, our primary revenue driving channels
ROAS improved by 56% YoY.

+12% YoY

Online Revenue

+73% YoY

Social Revenue

+56% YoY

Social ROAS

Nailed It!

How Woodie’s Hit 12% Online Growth with People-First Social Strategy