DaySpring is a subsidiary retailer of Hallmark, selling Christian cards, inspirational gifts, books & Bibles, and other faith-filled products. They combine Scripture, sentiment, and artwork to pursue their mission to see every person experience and express the life-changing message of God's love.
During the COVID-19 pandemic in 2020, many retailers faced sales challenges due to decreased foot traffic to brick-and-mortar stores. E-commerce became more important than ever, and DaySpring needed a way to boost their efforts and reach the right customers. In addition, the company historically saw a seasonal slowdown in Q3, and 2020 was no different — sitewide revenue declined by 14% versus Q2. Going into the peak holiday season, DaySpring knew they needed to take action.
To help DaySpring reach new customers and boost brand recognition, they worked with the NetElixir team to add Paid Social to their channel mix. The NetElixir team focused on targeting loyal customers with remarketing while also building out lookalike audiences to find new customers. The team began testing creative images and copy on Facebook and Instagram ads, as well as testing different ad types, like collection ads, to ultimately determine the best way to reach DaySpring’s new prospective customers. Finally, NetElixir used cross-channel data between Paid Social and Paid Search for more efficient prospecting. This freed up budget for more conversion-focused, lower-funnel campaigns targeted towards high-value customers. By utilizing both channels and leveraging data and learnings, NetElixir was able to drive strong holiday results for DaySpring.