Objective
Kalundborg Skov Park Have sells everything within garden machinery and accessories. Their goal when entering the partnership in 2023 was to increase ROAS to at least 25 and to grow their revenue by 83%. Demand for the company's products is characterised by shifting seasons and dependent on weather conditions. Therefore, their wish was to make better use of the quieter months than had previously been the case. The goal was to build a solid foundation by aligning the retailer's identity and presence with customer needs.
Strategy
We initiated the collaboration with a strategic workshop to ensure that pains, gains and objectives were aligned. To increase brand awareness, also outside of peak season, we chose to implement two campaign tracks: a top-funnel and a low-funnel. The top-funnel focused on long-term brand building, including during the off-season. In the low-funnel, we specifically targeted those who added products to their shopping cart or showed interest in specific products. This strategic move was designed to convert interest into concrete actions and increase the chances of conversion.
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With his thoroughness and ability to stay one step ahead of market trends, Anders Bisgaard from Searchmind elevates our Paid Social marketing to heights that command respect from competitors as well as partners. Searchmind as a whole is a well-oiled machine that, through analysis and versatile expertise, creates consistent marketing across our various channels.
Frederik Gardesøe, Kommunikationsansvarlig hos Kalundborg Skov Park Have
What we do
As a key component, we have chosen to work strategically with in-house video production as well as adaptation of supplier materials. The videos have given the brand an authentic dimension, illustrating the retailer's identity and expertise, as well as establishing employees as brand ambassadors. See an example below. We have applied a two-track always-on approach: top-funnel videos that highlight USPs and low-funnel videos that show products in use, prices and savings. The advertising strategy also includes seasonal advertising for relevant and targeted campaigns.
The numbers
Increase in revenue from Paid Social
Increase in ROAS
Increase in number of purchases
Increase in number of website clicks
Paid Social & Creative in 2023
ROAS: 22.53 in Q2 2022 -> 38.74 in Q2 2023.
Spend: Increase of 79%.
Ongoing adjustment of USPs in campaign flows to reverse the trend of declining ad performance caused by unfavourable weather conditions and the resulting shift in product demand.
Revision of the bottom-funnel audience to optimise targeting of the primed purchase audience despite challenging weather conditions.
From the very first meeting with Kalundborg Skov Park Have, there has been a shared understanding of the direction for social media advertising. It is incredibly important to me that the customer's identity is reflected in the ads, and the fantastic results have therefore been created through a combination of data and founder and CEO Kåre's many years of expertise in the industry. Together with specialists from our Creative department, we have developed a creative strategy to support a full-funnel approach on Paid Social and strengthen Kalundborg Skov Park Have's brand across the entire customer journey. It has been a true pleasure to see how tailored video content, a full-funnel setup, and not least the collaboration with Kåre and Frederik have consistently delivered one great result after another.
Anders Bisgaard, Paid Social Specialist hos Searchmind
Conclusion
Our strategic approach has delivered results that significantly exceeded Kalundborg Skov Park Have's objectives. Despite a summer of challenging weather conditions in 2023 — which directly impacted demand for the business — we succeeded in substantially increasing performance from Paid Social. The result has been a notable growth in ROAS, indicating effective utilisation of the advertising budget as well as overall business growth. We are continuing the collaboration to leverage Kalundborg Skov Park Have's potential even more effectively than before.
