Discover how Bring Digital’s recipe for success helped Lakeland turn up the heat on performance, driving significant results despite a reduction in its budget.
Lakeland, a leader in homeware and kitchen essentials, approached Bring for help with some key challenges on its paid social account. Year-on-year (YoY) performance had taken a dip, forcing them to cut their paid media budget by 40%. However, sales targets remained high, meaning Lakeland needed to achieve more with less.
The campaign structure also presented challenges. A large number of campaigns, many promoting both hot-selling products (Hot SKUs) and general categories, made optimisation difficult and performance unstable. Lakeland needed a simplified strategy that could maximise efficiency, reduce spending, and still support its key seasonal products.
The team at Bring got to work.
Bring Digital’s approach was to simmer the complexity down and serve up a leaner, more effective campaign structure.
We introduced an “All Products” campaign for broad promotions like free delivery, along with a dedicated Hot SKU campaign to target Lakeland’s best-selling products like Air Fryers, Heated Airers, and Pizza Ovens. We then streamlined the category campaigns, condensing five into a single campaign with flexible budget allocation to support seasonal and business priorities.
To further improve performance, we implemented dynamic prospecting to test and build CRM-based loyalty audiences. We also separated retargeting from prospecting to better control spending and focus resources on higher-impact campaigns.
As a result, we were able to reduce live campaigns from 10-12 per month to just five, with four running year-round and the Hot SKU campaign adapting to the product mix each season.
The campaign restructure not only improved Lakeland’s ROAS by 60% but also protected the channel from further budget cuts. In fact, we secured additional investment in media spend for the months following the account restructure. Lakeland’s confidence in Bring continues to grow.