Samenvatting

This research justification discusses how YourSurprise, a personalised gift company, can improve its paid social media performance by implementing more efficient messaging and content formats. The business has historically concentrated on campaigns that increase conversions, but it is currently moving towards a full-funnel strategy that incorporates engagement and brand awareness. However, disparities in performance between nations and locations exposed a lack of strategic coherence, particularly with regard to the use of video content and message framing.

Desk research, external interviews, and controlled A/B testing across three countries (Denmark, Ireland, and Portugal) comprised the study's three-part methodology. General industry trends were identified by desk research: dynamic catalogue carousels outperform manually designed ones; emotional storytelling outperforms rational messaging; and videos increase engagement but vary in effectiveness across formats and regions.

Through qualitative interviews with marketing professionals from Omoda, Boozyshop, My Jewellery, Cabau Lifestyle, and Dutchies, various strategies based on audience behaviour and brand identity were revealed. Nonetheless, recurrent themes included the importance of authenticity, the smart use of carousels, and the preference for brief, emotionally compelling copy over lengthy or overly promotional text.

Data-supported insights were obtained through A/B testing. While static visuals performed better in story placements, video ads in feed placements outperformed them in terms of conversion efficiency in Denmark and Ireland. Portugal, on the other hand, had greater conversion rates from the feed's static images. Because catalogue carousels are data-driven and personalised, they performed better than manual versions in every market. In every tested country, emotional messaging produced noticeably better results than direct calls to action.

The results back up the suggestion that YourSurprise adopt a placement-aware and regionally adaptive content strategy while standardising effective components like dynamic catalogue carousels and emotional messaging worldwide. Because it expands on YourSurprise's current capabilities, requires little investment, and works well with current tools and procedures, this strategy is considered Suitable, Acceptable, and Feasible (SAFe).