In 2022, Crew signed Nest as their partner for paid social. From early on, Nest saw an opportunity to scale new customer growth and raise awareness of the brand to new users. Previously, Crew had been allocating a significant proportion of their paid social spend on targeting at the bottom of the funnel focusing on retention and retargeting. This meant that they weren’t making the best use of paid social for prospecting and were losing out on customer acquisition essential for their growth plans.
Nest shifted budget allocation to find the brand’s next best customers. With efficient media buying and creative strategy, Nest was able to ensure stable revenue and protect the long-term health and sustainable future of the brand, generating 3x more purchases from new customers.
With Crew’s paid social activity now focused on acquisition instead of retargeting and scaled up volume, the retailer was looking to optimise efficiency in their new traffic. This led them to Wunderkind, the market leader at closing the loop at bottom-of-the-funnel. By partnering with Wunderkind, Crew was able to identify a greater proportion of its non-logged-in website traffic, while implementing entrance and exit capture mechanisms to grow its addressable first-party customer database.