BAF Motorsports Case Study

"When we were approached by Chris, who runs BAF Motorsports, he was keen to grow brand awareness for his unique product and reach a wider audience to start growing the company. We knew that Facebook & Instagram Ads would be a great way to reach this niche interest, which had unsuccessfully been trialled previously. Therefore, we conducted initial research and identified key areas for improvement that had previously been costing BAF Motorsports crucial sales: A lack of ad creative being utilisedUnspecific targeting or missed opportunities with Facebook audiencesCopy which did not speak directly to the customerNo use of retargeting, losing customers that were close to converting."

"Solution In order to confront these issues, we began by considering how we could reach our target audience, and serve ads in front of them without having to pay a high cost per click, typical of this industry. We set out to implement a full funnel campaign, focused on the following; Lookalike audiences targeting users who are similar to those who had already purchased from the website. Interest-based audiences based on magazines and brands that our target audience would be interested in. Retargeting audiences targeting those who had abandoned their baskets. We first introduced the interest based audiences, building on information we already knew about the target demographic. From here, we then added the lookalike purchaser audience, which grew the account significantly."

BAF Motorsport sells a K-Brace that installs in the boot and improves vehicle stability around corners. Initial Facebook and Instagram ad efforts failed due to limited creative, broad or misaligned targeting, copy that did not address customers directly, and lack of retargeting for near-converters. A full-funnel campaign was implemented using interest-based audiences, lookalike audiences modeled on purchasers, and retargeting for abandoned baskets. Interest-based audiences were introduced first, followed by a lookalike purchaser audience, which substantially grew the account. This approach aimed to reduce cost-per-click while improving reach and conversion.

Read at Thedrum