We focused on building a sizable audience pool by creating a prospecting campaign of interested buyers through serving them relatable, timely content and video marketing campaigns. Since our consumers are prioritizing essential items during pandemic, we opted not to optimize are campaigns for purchases (since this will also be costly given marketing budget cuts). Instead, we collected leads so there will be a sizable audience pool when the brand decides to implement a mega sale day.

We communicated empathy and we needed to get personal with our target audience. We showed them the human side of the business urging them to take our desired action. We also had to consider Facebook’s advertising policies on promoting services around retail and Covid-19.