Rodd & Gunn is a New Zealand-based men’s fashion brand with headquarters in Australia and a brand presence on their own e-commerce website and across the world in multi-brand retailers and in their own standalone stores. M+C Saatchi Performance leads its digital marketing across North America and Canada, with a focus on Paid Social and SEM.
Twice a year, Rodd & Gunn runs Loyalty Day, a 24-hour, exclusive sales event offering loyalty program members a rare 30% sitewide discount. In the lead-up to this flash sale, M+C Saatchi Performance’s Search & Social team executed an experimental lead generation campaign to grow the loyalty program base, offering the client the opportunity to see how paid media could affect their lead generation.
On Loyalty Day, we ran a one-day paid media campaign on Meta exclusively targeting loyalty program members with advertising of the sale, ensuring visibility of the sale for these high-intent customers. The sale leveraged new and existing loyalty program membership lists, driving a major increase in gross sales and positive ROAS.
Rodd & Gunn sought to increase membership in their proprietary loyalty program through an exploratory Lead Gen campaign, and then to reward their loyalty member sign-ups with a rare discount opportunity, driving sales and a high return-on-ad-spend.
To maximize sales and loyalty sign-ups without compromising Rodd & Gunn’s premium brand positioning and brand image while also navigating an extremely short sales period and sales burst.
Lead Generation Phase
A Meta Ads Lead Generation campaign was run on Instagram and Facebook in the United States only, using Meta Lead Form ads. The ads and information collection form emphasized the exclusive benefits of Loyalty Day and the Loyalty program.
Messaging and creative were optimized to attract high-intent customers who aligned with the brand’s premium positioning. Placements focused on Feeds and Stories, excluding Reels, to prioritize the impact of the chosen creative. Audience exclusions were used to prevent audience overlap, showing only to potential loyalty program members.
Audience targeting focused on Run-of-Network targeting, maintaining a large audience pool, and enabling the Meta algorithm to work successfully with a wider audience and set of data. The client has predominantly relied on website and email marketing to acquire Loyalty Program members.
Loyalty Day Flash Sale
On the day of the Loyalty Day promotion, we launched a 30-hour flash campaign, a burst approach with a dedicated incremental budget designed to drive results. The Sales campaign was optimized towards maximizing the volume of e-commerce conversions on the client’s e-commerce website.
The campaign’s one ad-set targeted existing Loyalty Program members, with no further detailed targeting or exclusions needed or wanted, with maximizing purchases as the main goal. Sales ads ran on Facebook and Instagram placements, directing visitors to the Loyalty Program signup page, where they could also log in, enabling them to see the exclusive program sale offers.
The ad creative featured a strong static lifestyle creative showing a model couple wearing Rodd & Gunn apparel while sailing, a key lifestyle interest of the Rodd & Gunn brand. The sale creative emphasized a 30% discount on everything, a broad offering that the client tries to avoid to preserve brand value, as well as the time-limited nature of the sale, using sale and purchase-focused copy and calls-to-action to drive users to purchase.
While run on a tight timeline, the lead generation campaign delivered a strong CPL, demonstrating to the client the potential of future Lead generation activity. The Loyalty Day sales campaign delivered outstanding sales results over a short burst period, with a much higher number of transactions, sales revenue, and ROAS than a typical, recent weekend day.
The flash sale validated the effectiveness of the exclusive offer. Together, these outcomes signal strong potential for future Loyalty Day activations both in growing the loyalty base and in converting members to high-value customers.
Loyalty Day Sale Performance vs Benchmark Key Metrics Compared to One-Day Account Benchmarks
500% Increase in purchases
556% Increase in revenue
56.6% Increase in ROAS
