About the Client
Big Ass Fans is a leading manufacturer of innovative residential, commercial and industrial ceiling fans. Their overhead and directional fans have the power and efficiency to move massive amounts of air with minimal energy use, delivering comfort that transforms how people work, live and design.
Goals
- Improve website traffic: drive visitors to their website through targeted ads and high-quality content
- Increase online sales - have an optimised buying process, improve product visibility, and encourage repeat purchases
Challenges
- Competing in a saturated market: Big Ass Fans were finding it difficult to compete in a saturated market, trying to sell fans during the peak summer season.
- Website issues: Big Ass Fans were held back by poor quality product pages on their website, with issues in user experience needing improvement.
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Unplanned analytics migration: Big Ass Fans were also going through an analytics migration during this time, resulting in gaps in tracking and revenue recognition.
Solution
We delivered a holistic digital strategy, leveraging our expertise across paid search channels such as Google Ads and Meta, and search engine optimisation. This included:
- Hypersegmented audience groups to refine targeting and more rapidly test out better performing groups
- Push for exclusivity on audience testing, crafting high-end users by combining tangential interests as part of targeting
- With Meta, A/B test placements to improve visibility and invest in converting formats
- Prioritising spend and bidding according to performance
Results
Final Thoughts
Through leveraging a multi-faceted digital marketing strategy, Margin Media successfully elevated Big Ass Fan’s digital footprint in Australia. This led to enhanced brand visibility, improved ecommerce revenue, and a stronger competitive edge.
