JoJo Paid Social Case Study

Paid Social Marketing

JoJo

JoJo is a trusted name in South Africa, renowned for its commitment to providing innovative water storage solutions. With over 4 decades of expertise, JoJo has become synonymous with quality, reliability, and sustainability. Their range of tanks and water solutions, designed for residential, commercial, and agricultural use, reflects their dedication to meeting diverse water storage needs. From rainwater harvesting to emergency water supply, JoJo continues to lead the industry, ensuring every drop counts towards a more water-secure future for all.

86.5%

increase in leads generated year-on-year

450%

increase in purchases generated year-on-year

1,107%

increase in purchase revenue generated year-on-year

Brief & Objectives

Long-term partner and client, JoJo, approached Ruby Digital with the primary goal of increasing their online market share of intent-based conversions and improving their digital marketing ROI through sales. With this, their secondary goal was to increase quality traffic to their website through paid social advertising and generate potential leads and conversions through contact form submissions and distributor searches. They were also aiming to position themselves as an expert and thought leader in the Water Solutions Industry.

Challenges

Effective conversion tracking to ensure accurate reporting: We encountered the challenge of establishing accurate conversion tracking due to the complexity of the process as well as the multitude of events that take place on the website. We also had to ensure that we were accurately tracking purchases and purchase revenue on the ecommerce side of the website (Initially called JoJo Cloud).
Tailored Audience Targeting Strategy: Developing a Tailored Audience Targeting Strategy posed a challenge initially due to limited historical data. We began by implementing a broad targeting approach, dividing audiences into two segments based on JoJo products purchased from distributors and those available for direct sale on the website. Given the absence of substantial historical insights, we opted to target the entire South African market initially. This required careful allocation of our budget across campaigns to ensure results were still achievable.
No Historical Data In Terms Of Conversions Generated Through Advertising Platforms: Starting with a traffic approach rather than directly optimising for conversions and sales was necessary to kickstart traction and generate conversions, although the primary goal was to increase ROI. Since no conversions were previously tracked, the ads needed time to learn and adapt to user behaviour, making it challenging to immediately optimise campaigns for sales and conversions.

Our Solutions

Effective conversion tracking to ensure accurate reporting: To ensure precise reporting and provide actionable insights, we implemented robust conversion tracking methods. Our focus was on accurately monitoring key events and priority conversions, particularly within the ecommerce section of the website. This involved meticulous tracking using both server- and browser-side methods, alongside continuous testing to maintain accuracy. Additionally, we regularly updated our tracking parameters to align with client priorities and website changes, including product additions, new landing page additions, new functionalities and Meta Catalog optimisation.
Tailored Audience Targeting Strategy: To address the challenge of limited historical data and broad audience targeting, we refined our approach as insights accumulated. We gradually narrowed down our targeting parameters, focusing on specific locations, demographics, and removing less relevant targeting specifications to optimise audience selection. Additionally, we implemented custom remarketing audiences, allowing us to target users who had previously engaged with the brand’s website. As these audiences took time to populate, we simultaneously drove traffic to the website to expand the pool of potential targets. Furthermore, we leveraged these custom audiences to create relevant lookalike audiences, ensuring our ads reached users genuinely interested in JoJo’s products and enhancing the effectiveness of our campaigns.
No Historical Data In Terms Of Conversions Generated Through Advertising Platforms: In response to the challenge of no historical data on conversions generated through advertising platforms, we initially took a traffic-optimised approach to kickstart traction and generate conversions. While the primary goal was to increase ROI, starting with a traffic approach allowed us to gather valuable insights and data. However, with the client’s patience and understanding, we gradually refined our approach and shifted towards a sales and conversion focus, allowing the ads to learn and adapt over time. This approach was crucial in laying the foundation for future optimisation efforts and ultimately led to impressive campaign performance and abundant ROI on a year-on-year basis.

Results

(Period: January 2024 vs January 2023 – One-year comparison)

Traffic Goal:
– 268% increase in landing page views over a year-on-year period.

Conversion Goal:
– 86% increase in leads generated over a year-on-year period.
– 122% increase in contact events and a 100% increase in contact form submissions generated over a year-on-year period.
– 168% improvement in the website conversion rate over a year-on-year period.

Sales Goal:
– A 450% increase in purchases generated through paid social advertising over a year-on-year period.
– A 1,107% increase in purchase revenue generated through paid social advertising over a year-on-year period.
– 704% increase in paid social advertising ROAS over a year-on-year period.

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