Joseph Joseph De-Risks Meta Reach Campaigns through Incrementality Testing with Causal Lift
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About Joseph Joseph
Founded in 2003 by twin brothers and designer-makers, Joseph Joseph is internationally recognized for its innovative, problem-solving approach to contemporary housewares. Designed in London and built to last, the brand blends functionality with disruptive design across award-winning kitchenware, laundry, and recycling products. Now sold in over 100 countries, Joseph Joseph maintains strong visibility through strategic marketing and advertising efforts aimed at engaging its global audience.
Evaluating Brand Awareness Strategies with Meta Reach Campaigns
Joseph Joseph initiated a new Meta brand awareness strategy, aiming to maximize exposure across Facebook and Instagram. Although Reach Objective campaigns are designed to increase brand visibility by maximizing the number of views, they typically do not focus directly on conversions or direct user actions. This presented a challenge in assessing the true impact of this strategy on business outcomes as there were no clear, direct measurements of ROI. The uncertainty was compounded by the potential risks and financial commitments of a larger-scale campaign.
Joseph Joseph approached Polar Analytics to test the impact of their Meta reach campaign. They presented a hypothesis:
"Brand visibility through a Meta reach campaign will significantly increase traffic to our Shopify store.”
To build, design, and size the experiment, the Causal Lift team worked closely with Joseph Joseph to refine and quantify their goals:
“The meta reach campaign will increase traffic at a cost of less than £2 per incremental session.”
This more precise and measured hypothesis established a clear target to assess the campaign’s effectiveness.
How Causal Lift’s Incrementality Testing Reduces Risk
To mitigate the risks of the new marketing strategy and accurately measure impact, Joseph Joseph implemented a Causal Lift (incrementality) test:
- Targeted Testing: By applying this strategy to only 15% of their target market in the UK, Joseph Joseph could keep the test both manageable and budget-friendly.
- Advanced Measurement: Causal Lift provided a precise evaluation of the campaign’s effectiveness, overcoming the limitations of less direct and traditional ROI tracking associated with Reach Objective campaigns in Meta. This method allowed for a clear assessment of whether the increased visibility was translating into more valuable customer interactions, such as visits from organic and Google brand search traffic.
Understanding the True Cost of Meta Reach Campaigns
The experiment yielded clear results:
Session Performance
- Organic + Brand Sessions: Further analysis revealed no significant lift in organic and brand traffic to Shopify, with the best-case scenario estimating the cost of an incremental organic/brand session at £10, far exceeding the ROI-positive threshold.
- Overall Session Performance: The campaign aimed to boost sessions by 25%, yet the actual lift was only +2.3%. This change falls within a confidence interval ranging from -10.8% to +15.2%, indicating a statistically insignificant impact.
- Total Session Cost: The campaign’s success threshold for cost per additional session was set at under £2. However, the observed cost was £43 per session. Considering the 90% confidence interval suggests a potential cost even higher than the minimum estimate of £6.75, it is evident that the campaign was not cost-effective.
- Incremental CAC (Customer Acquisition Cost): Incremental CAC was alarmingly high at £577, and there was a 90% certainty it exceeded £39. This discrepancy highlighted that the financial output heavily outweighed any potential benefits, confirming that the campaign strategy was not aligned with Joseph Joseph’s marketing goals.
The findings led Joseph Joseph to conclude that a brand-focused TOFU (top of funnel) awareness strategy with Meta’s Reach Objective campaigns was currently not effective. They also acknowledged that there are likely several contributing factors beyond performance, including aligning Meta brand campaigns with broader, cross-channel brand marketing efforts. Isolating Meta in this instance may have limited its potential, suggesting this approach could be more effective as part of a unified, multi-channel brand initiative and may be worth revisiting in the future.
Joseph Joseph decided to pivot based on the findings by redirecting marketing efforts toward strategies with clearer, direct ROI measurements, particularly traffic and conversion objective campaigns. This strategic shift aims to use their budget more effectively, ensuring measurable growth and customer engagement without extreme financial risk.
What’s Next for Joseph Joseph
Moving forward, Joseph Joseph plans to continue testing their marketing efforts with Causal Lift to refine their strategies, ensuring alignment with business objectives that enhance customer engagement and drive sales. This strategic pivot, informed by rigorous testing, positions Joseph Joseph to better allocate its marketing resources, enhancing both brand visibility and business growth effectively.
What where your goals ?
What are your marketing challenges ?
Evaluating Brand Awareness Strategies with Meta Reach Campaigns
Joseph Joseph initiated a new Meta brand awareness strategy, aiming to maximize exposure across Facebook and Instagram. Although Reach Objective campaigns are designed to increase brand visibility by maximizing the number of views, they typically do not focus directly on conversions or direct user actions. This presented a challenge in assessing the true impact of this strategy on business outcomes as there were no clear, direct measurements of ROI. The uncertainty was compounded by the potential risks and financial commitments of a larger-scale campaign.
Joseph Joseph approached Polar Analytics to test the impact of their Meta reach campaign. They presented a hypothesis:
"Brand visibility through a Meta reach campaign will significantly increase traffic to our Shopify store.”
To build, design, and size the experiment, the Causal Lift team worked closely with Joseph Joseph to refine and quantify their goals:
“The meta reach campaign will increase traffic at a cost of less than £2 per incremental session.”
This more precise and measured hypothesis established a clear target to assess the campaign’s effectiveness.
How did you monitor growth before Polar Analytics ?
How Causal Lift’s Incrementality Testing Reduces Risk
To mitigate the risks of the new marketing strategy and accurately measure impact, Joseph Joseph implemented a Causal Lift (incrementality) test:
- Targeted Testing: By applying this strategy to only 15% of their target market in the UK, Joseph Joseph could keep the test both manageable and budget-friendly.
- Advanced Measurement: Causal Lift provided a precise evaluation of the campaign’s effectiveness, overcoming the limitations of less direct and traditional ROI tracking associated with Reach Objective campaigns in Meta. This method allowed for a clear assessment of whether the increased visibility was translating into more valuable customer interactions, such as visits from organic and Google brand search traffic.
Understanding the True Cost of Meta Reach Campaigns
The experiment yielded clear results:
Session Performance
- Organic + Brand Sessions: Further analysis revealed no significant lift in organic and brand traffic to Shopify, with the best-case scenario estimating the cost of an incremental organic/brand session at £10, far exceeding the ROI-positive threshold.
- Overall Session Performance: The campaign aimed to boost sessions by 25%, yet the actual lift was only +2.3%. This change falls within a confidence interval ranging from -10.8% to +15.2%, indicating a statistically insignificant impact.
- Total Session Cost: The campaign’s success threshold for cost per additional session was set at under £2. However, the observed cost was £43 per session. Considering the 90% confidence interval suggests a potential cost even higher than the minimum estimate of £6.75, it is evident that the campaign was not cost-effective.
- Incremental CAC (Customer Acquisition Cost): Incremental CAC was alarmingly high at £577, and there was a 90% certainty it exceeded £39. This discrepancy highlighted that the financial output heavily outweighed any potential benefits, confirming that the campaign strategy was not aligned with Joseph Joseph’s marketing goals.
The findings led Joseph Joseph to conclude that a brand-focused TOFU (top of funnel) awareness strategy with Meta’s Reach Objective campaigns was currently not effective. They also acknowledged that there are likely several contributing factors beyond performance, including aligning Meta brand campaigns with broader, cross-channel brand marketing efforts. Isolating Meta in this instance may have limited its potential, suggesting this approach could be more effective as part of a unified, multi-channel brand initiative and may be worth revisiting in the future.
Joseph Joseph decided to pivot based on the findings by redirecting marketing efforts toward strategies with clearer, direct ROI measurements, particularly traffic and conversion objective campaigns. This strategic shift aims to use their budget more effectively, ensuring measurable growth and customer engagement without extreme financial risk.
What were your needs ?
What’s Next for Joseph Joseph
Moving forward, Joseph Joseph plans to continue testing their marketing efforts with Causal Lift to refine their strategies, ensuring alignment with business objectives that enhance customer engagement and drive sales. This strategic pivot, informed by rigorous testing, positions Joseph Joseph to better allocate its marketing resources, enhancing both brand visibility and business growth effectively.