The Recipe for Ecommerce Success: Content, Management, and Paid Ads
What happens when you combine traditional Scottish confectionery with a modern, data-driven social media strategy? At Tweetiepie Media, we recently wrapped up an 8-week campaign for Saltire Candy, and the results were nothing short of sweet.
By shifting the focus toward high-intent audiences and multi-platform engagement, we didn’t just grow their followers – we significantly boosted their bottom line.
Our 4-Step Strategy for Total Platform Management
To achieve this level of e-commerce growth, we implemented a full-funnel approach:
Bespoke Content Shoot:
We captured high-quality visuals of the proper handmade quality, including the iconic pour of the Scottish sweets.
Data-Driven Social Media Management:
Starting in February, we took over Facebook, Instagram, and TikTok to foster a community across the three platforms.
Precision Paid Ads:
We executed a targeted strategy, splitting the budget across platforms to maximise reach and conversion for the fully online shop.
The Giveaway Database Growth:
We integrated a high-impact giveaway into the strategy to help us achieve incredible database growth.
The Results: 8 Weeks of Performance Marketing
1. Viral Social Media Growth
Our focus on community engagement turned casual browsers into dedicated fans:
TikTok Marketing:
Followers surged by 245.16%, while total views increased by a staggering 29,314%.
Instagram Engagement:
Interaction rates skyrocketed by 723.63%, peaking at a 59.26% engagement rate in March.
Facebook Reach:
We maintained a powerful presence, peaking at over 218,000 monthly page views.
The Giveaway Database Growth:
By integrating a high-impact giveaway into the strategy, we achieved incredible database growth:
Database Surge: We captured 450 new entries through our lead-magnet competition.
New Audience Acquisition: 400 of those entries were entirely new emails, representing a massive influx of fresh potential customers.
2. Google Search Visibility
Our social activity fueled organic discovery on Google Search:
Brand Exposure:
Achieved 220K total impressions – a 59.4% increase year-on-year.
Organic Traffic:
Total clicks rose to 3.18K, a 15.6% jump compared to the same period last year.
3. Revenue and Conversion Metrics
By targeting qualified buyers through paid ads and organic content, the ROI was clear:
Revenue Growth:
Total purchase revenue reached £11k, an 11.8% increase over the same period vs the previous year.
Average Order Value:
The Average Revenue Per Paying User (ARPPU) rose to £25.32, a 6.8% increase per customer.
Customer Intent:
Direct traffic to the shop grew by 82.3%, showing the brand is now top-of-mind for treat lovers.
Conclusion: Quality Leads to Conversions
This campaign proves that quality outweighs quantity. Even with an adjustment in total Facebook active users, our revenue and direct traffic climbed, reaching a more qualified, ready-to-buy audience.
Looking to scale your e-commerce brand? Contact us today!
