Social Consultancy
 
 

DIRECT RESPONSE sociaL

Well targeted, highly-crafted, compelling, selling direct response (DR) social posts - that ask for the order - are the life blood of any decent wider social commerce strategy.

Social Sugar is the leading DR Social agency in Australasia – constantly testing hundreds of campaigns and literally tens of thousands of ad sets at a time.

We are using those learnings to get high return on ad spend (ROAS) across an ever-increasing range of categories; cosmetics, FMCG, finance, automotive, e-commerce, hospitality, food delivery, quick service restaurants, healthcare - you name it. Ready to make DR social work for you?

 
 
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THE PROBLEM WITH DR SOCIAL

It’s not easy. You can waste thousands on a poorly crafted post in a day. Or you can reap a 200%, 500% or even 3000% return on a proper DR post that uses all the creative elements correctly:

  • A well-crafted headline

  • An image that juxtaposes correctly with the headline and primary text

  • Primary text that gets to the, “category descriptor” quickly

  • The correct balance of feature / benefits

  • A proven offer

  • Demonstration techniques of performance or value

  • The, “turn”

  • Risk-reversal techniques

  • Social proof

  • A properly crafted CTA

  • A well thought-out conversion path

 
 

DR SOCIAL DONE RIGHT

On average you have about 1.7 seconds for your DR social post to suck… or sell. Here’s how to make the most of your moment:

 
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Before

  • POS creative not appropriate for social

  • Excessive text overlay, not visible on mobile

  • Excessive messages not suitable for users low attention span on social

  • No paid media. Very limited reach

  • Minuscule engagement

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After

  • Thumb-stopping social centric creative

  • Invitation to engage

  • Optimised for perfect visibility on mobile

  • 12x increase in reach; targeted media to tight audience around Dunkin’ stores

  • 32x more engagements

 
 
 

Same brand, same basic message – different creative approach. High quality creative is the secret ingredient to unfair competitive advantage in the market place. Proper social creative will drive sales today and build long-term point of difference in the market place alongside valuable brand equity. Not convinced? Think of it this way; it often takes pretty much the same time and money to create some ill-thought out copy and an average image… compared to decent copy with a compelling image. You may as well do it properly.

 
 
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A COMPLEX CAMPAIGN. A SIMPLE RESULT. SALES.

Beyond great creative sits a range of essential steps to any effective DR campaign to deliver a profitable return on your marketing investment at an agreed cost per acquisition (CPA):

  • Articulating your business case for DR Social (expected audience size and ROI)

  • Unearthing the key market, channel & behavioural insights to establish a winning DR Social strategy

  • Correct growth investment structure & plan

  • Management of your social & digital media funnels

  • Integrated PPC, social, SEM, re-targeting & through the line media

  • Landing page & web Conversion Rate Optimisation (CRO)

  • Pixel management & customer behaviour tracking

  • Dynamic creative & audience testing

  • Cohorts

  • Persona creation

  • Life-time value analysis & improvement

  • Maximising loyalty & retention

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Ready to sell at scale with proper DR social? We’re happy to share top line observations on any existing creative you’re using – or simply make suggestions.

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5 Stars
“The Social Sugar team are the most pragmatic, concise and business-minded agency teams I’ve ever encountered. They get to the nub of the challenge quickly – and care about driving profitability as if it were their own business.”

Russ Thomas – Omni Consulting

 
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BRAND EXPERIENCE

 
 
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