Russell Hobbs had been absent from digital advertising for over a year. No active campaigns meant no audience data, no retargeting pools, and no algorithmic learning to build on. The brand needed to restart its digital presence from zero — not with a single campaign burst, but with a foundation for sustained visibility.
Our objective was to reactivate the brand on Meta, establish proper tracking infrastructure, and build the audience assets required for long-term campaign effectiveness. In digital advertising, brands that go dark lose more than visibility — they lose momentum. Every restart costs more than staying present. We set out to rebuild that presence and create the conditions for continuous, compounding performance.
We achieved significant efficiency gains and built a foundation for sustained growth. Cost per purchase dropped 73% over two months. This wasn't a one-time optimization but a compounding trajectory: 35% reduction in the first month, then a further 59% reduction in the second. Each period outperformed the last as campaigns learned and audiences matured. We reached over 350,000 users and delivered more than 1 million impressions, generating approximately 20,000 engagements. More importantly, we built what didn't exist before: an audience of 10,000+ engaged users — warm prospects for future sales campaigns.
Our Add-to-Cart campaign achieved 9% unique click-through rate, demonstrating strong audience appetite when the campaign objective matches where people are in their journey. The same creative in a purchase-focused campaign delivered 2.5% CTR. The difference wasn't the creative — it was the strategic recognition that a dormant brand needs to rebuild consideration before it can efficiently convert. Russell Hobbs has now committed to continuous campaign planning cycles. This shift from reactive, burst-based advertising to sustained investment reflects restored confidence in digital as a growth channel. An annual Always-On + Surge framework is in development.
We approached this as a funnel reconstruction, not just a campaign launch. The strategic principle: brand building is more important in digital, not less. Activation is easy to measure, but without sustained presence, there's nothing to activate. We're building the foundation that makes future sales campaigns more efficient.
• Infrastructure first. We set up Meta Pixel tracking correctly — the previous configuration was not capturing purchase data accurately. We now coordinate GA4 and GTM implementation as part of our ongoing technical scope, ensuring measurement infrastructure supports campaign decisions.
• Dual-campaign strategy. Rather than pushing straight to purchase conversions with a cold audience, we ran two parallel campaigns: one optimized for purchases to capture existing demand, and one optimized for Add-to-Cart to build an intent layer.
The ATC campaign served as an audience-building engine, gathering engaged users we can retarget in future sales moments. Full creative production. We designed, produced, and delivered all campaign assets across Meta's required formats — static and video, square, vertical, and story placements — with bilingual copy in Romanian and English. End-to-end execution from strategy through creative through campaign management.
• Continuous presence. Campaigns have run without interruption since launch. In digital advertising, stopping and restarting wastes budget on repeated learning phases and loses accumulated algorithmic advantage. By maintaining presence, we've allowed performance to compound rather than reset.
