Maker&Son, a luxury sofa company renowned for their handcrafted, bespoke furniture, sought to bridge the gap between their digital presence and real-world customer engagement. They planned a van tour down the East cost of Australia to showcase their products firsthand, offering potential customers an opportunity to experience the comfort and quality of their sofas in person. However, the challenge was twofold:

Driving Qualified Footfall
Maker&Son needed to attract the right audience-luxury customers who value high quality sofas and craftsmanship-to visit the van tour locations across various cities. This required a precise targeting strategy to ensure that the digital campaign reached those most likely to convert into actual foot traffic.

Maximising Engagement Across Paid Social Channels
With a focus on Facebook and Instagram, the goal was to create compelling, high-impact ads that not only captured attention but also drove users to book appointments and visit the van tour. The campaign needed to strike a balance between maintaining the brand’s luxury image and encouraging proactive action from potential customers.

To achieve success for Maker&Son‘s van tour, we crafted a strategy that focused on attracting the right audience and driving meaningful engagement through Facebook and Instagram. By honing in on precise audience targeting and developing captivating ad creatives, we ensured that our campaigns resonated with high-end consumers and motivated them to engage with the brand.

We began by refining our audience targeting to reach individuals who are likely to appreciate the value and craftsmanship of Maker&Son’s luxury sofas. Through detailed analysis of demographic data, interests, and online behaviors, we identified and prioritized segments that matched the profile of high-end customers.

Targeting Precision
We used advanced audience segmentation tools to create detailed buyer personas, focusing on affluent individuals with an interest in luxury home furnishings and bespoke design. This allowed us to exclude audiences that were unlikely to convert, ensuring that our ads were only seen by those with a genuine interest in the brand.

Location-Based Customisation
Given the geographical nature of the van tour, we tailored our ads to resonate with audiences in specific cities along the East Coast of Australia. And broke down each campaign by each tour leg, By integrating location-based messaging and calls to action at the right times, we enhanced the relevance, driving higher engagement and foot traffic.

Exclusion of Non-Converting Traffic
We continuously monitored the performance of our Maker&Son ads, identifying and excluding low-intent audiences who engaged with the content but did not take the desired actions, such as booking appointments or visiting the van tour. This helped us optimise our budget by focusing only on high-quality leads.

To capture attention and drive engagement on Facebook and Instagram, we crafted a series of high-impact ads that balanced the luxurious essence of the Maker&Son brand with clear, actionable messaging.

Creative Ad Development
We designed visually stunning ads that highlighted the craftsmanship and comfort of Maker&Son’s sofas, using high-quality imagery and video content to create an immersive experience for users. The ads were developed to showcase the luxury of the products, inviting users to imagine the comfort firsthand.

Compelling Call-to-Action
Understanding the importance of proactive engagement, we incorporated strong calls-to-action within our ads, encouraging users to get in touch so we could book ensure the van stopped by. We tested various CTA styles and placements to determine the most effective approach in driving conversions.

A/B Testing and Continuous Optimization
Throughout the campaign, we conducted A/B testing on different ad formats, headlines, and CTAs to identify what resonated most with our target audience. This data-driven approach allowed us to continually refine our ads, maximizing engagement and ensuring the best possible ROI