Delivering higher value customers despite tough trading conditions. Infinity Nation and Santa Letter Direct Case Study
18%INCREASE IN WEBSITE CONVERSION RATE
44%INCREASE IN GOOGLE ADS SEARCH IMPRESSIONS
Santa Letter Direct
Santa Letter Direct are personalised letters from Santa Claus.
Santa Letter Direct has a range of magical personalised letters from Santa that are posted to children all around the world. In addition to this and to make the experience even more magical they offer a range of personalised Santa videos, Christmas Eve books and exclusive Dear Santa packs.
What was the objective?
Infinity Nation started working with Santa Letter Direct in September 2022. The account set-up took place throughout September with PPC commencing in October to mid-December. The main objective was to drive online sales and exceed their previous year’s sales by hitting their revenue target:
Drive sales (unit target) for the season
Quickly adapt the current set up
Update campaign types used to adhere to Google’s best practice guidance
Update the feed and drive visibility and sales through Google Shopping
To adapt the current structure to Google’s best practices.
Utilise the Google Performance Max campaign type in supporting their sales target.
Hit unit target
What was the challenge?
During this period, they were faced with unprecedented challenges:
Cost of living crisis – consumers cutting back and delaying Christmas spending
Cost of material and production increase meaning they had to increase the cost of their product by 20%
Royal mail strikes – which also impacted the delivery, especially during Christmas time. Resulting in having to cut the campaign short a week early.
Increase in impressions
“We faced many unprecedented challenges with our campaign this year and if we hadn’t had to stop the campaign early, due to postal strikes, I think it would have continued to fly in the right direction. Despite not hitting our volume target, value was up so overall better than expected results for Santa Letter. We look forward to working with the team at Infinity Nation on future projects”.
Managing Director | Santa Letter Direct