Good To Play & Johnco Productions

The job to be done

Johnco & Good To Play approached Social Garden to assist with driving further growth in digital advertising campaigns & social content across their B2B & B2C channels in order to reach key objectives.

1. Brand Awareness

Increase brand awareness for Good to Play and Johnco brands with both their retailers and customers, to drive more traffic to the website and increasing the engagement with content and social platforms.

2. Increased the average purchase value

Using an omni-channel digital marketing approach our goal was to increase the volume of sales, and average purchase value by creating more product awareness and trust in the consumer market of Good To Play.

3. Utlising the best tools at hand to leverage returning customers

Leverage the Google and Shopify shopping features to create more last touch attributed sales from digital channels and focus on retargeting campaigns to capture more return customers.

Whilst working with GTP for nearly a year now, we had identified that it costs almost three times more on social media to attract a cold purchaser than to convert a warm prospect.

With control of the full marketing spectrum across all channels, we looked to scale acquisition and initial conversion through search; and used our social activity to convert abandoners with targeted and relevant messaging.

Beyond implementing the improved Conversions API, by creating additional audiences from Shopify data we allowed for activity like upselling and re-engagement of past purchasers in peak times.
We also created further segment based on factors like cart or purchase value and number of items added to cart to focus on the highest-yield prospects in the purchase pipeline.

Each month we presented back to the client on key customer insights such as:

• Age and gender distribution
• Device distribution
• Location of website traffic and sales
• Channel conversion

These insights inform the future months content production, channel and budget recommendations and campaign strategies.

We made a range of content optimisations and worked with Good To Play and Johnco’s web development team to implement the changes required to increase their organic search traffic.