Covert

Background.

Covert implemented the paid social media Valentine’s Day 2020 campaign for Mr Roses, Australia wide.

The buying sentiment for roses during the Valentine’s Day season is the highest in a calendar year and required careful attention during the advertising period to ensure that the return on advertising spend (ROAS) was maximised across all states. Covert conducts SEM during the off-peak season.

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The Challenge.

Mr Roses wanted to increase the Return On Advertising Spend (ROAS) through the paid social channel during their busiest time of the year – Valentine’s Day.

The Solution.

Covert conducted an in-depth data analysis to find any gaps in the preceding paid social campaigns. The analysis involved looking at historic data across campaigns and content to identify opportunities for performance optimisation.

It was important to understand how the business operated from both the supply chain and delivery side, due to “same day” and “next day” deliveries.

An approach was put together that produced a high return on advertising spend during on-peak and off-peak festive seasons.

The Results.

  • Sold out Valentine’s Day 2020 stock in all states across Australia.
  • 7 ROAS during Valentines’ Day season.
  • 100% increase in ROAS from 0.6 to 1.2 during off-peak season.

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