Arlo EMEA: Grow sales with effective Paid Media

Arlo doorbell being displayed on a door in the middle of the image

Service and project type

Paid Media | Growing Direct-to-Consumer Sales & Increasing ROAS

The Client

Arlo is a European-owned high-end smart security company that has strategic alliances with Verisure, the number one provider of monitored security solutions in Europe. Combining security cameras, video doorbells and floodlights, their vision is to bring peace of mind by protecting what people care about the most. Arlo’s award-winning cameras feature 24/7 alarm monitoring, 4K, personalised security features and a lifetime guarantee.

The objective

Our partnership with Arlo began with the smooth transition of their Customer Relationship Management (CRM) operations from Salesforce to Mailjet and Pega, marking our role as their dedicated CRM agency. In June 2023, Arlo collaborated with Organic to enhance its direct-to-consumer business, targeting additional market share and online revenue through an extensive paid search and social strategy. Our primary goal was to double the return on ad spend, emphasizing the acquisition of new customers and nurturing those who had already shown interest in their product.

The challenge

Arlo was looking to elevate its position in a competitive and fast-growing security market. With household names such as Google Nest, Blink, and Ring competing for customers’ attention on platforms owned by their parent companies, we needed to ensure we could help set Arlo firmly apart by highlighting their unique selling proposition.

Additionally, although we were tasked to grow Arlo’s direct-to-consumer offering, indirect distribution through third parties was still very much a part of their marketing mix, which would naturally impact our digital marketing strategy.

The above challenges were coupled with the need to instigate a swift and seamless client onboarding, whilst identifying quick wins to accelerate performance during a key sales period. We had to familiarise ourselves with the brand, their current strategy and consider the account structure across 6 EMEA markets, at the same time as identifying opportunities to improve.

We are very happy with the work The Organic Agency has done. They on-boarded Arlo extremely well, taking into consideration our DNA and challenges. Organic has helped us reach our goals in a short period of time, by proactively pushing new strategies and optimisations to increase our sales, profitability and revenue. They are now an extension of our team that we strongly count on.”

Anais Fiquet

Arlo, Head Of Digital Acquisition

Arlo paid ads being displayed on mobile — Arlo wire-free doorbell advertisements being displayed on mobile.

The solution

As we were still new to working with Arlo on paid media, we needed to devise some quick but effective wins for the account.

To acquire new customers, increase market share, and quickly improve return on ad spend, we embarked upon a process of meticulous re-structure, introducing more of a full-funnel approach to paid social. We needed to instil a much greater sense of clarity about the role each campaign performs in each platform, whilst setting specific KPIs.

Leveraging interest-based and lookalike audiences we were able to reach new customers and grow our list of consumers to nurture and remarket to. We also utilised tailored messaging and call-to-actions depending on where the consumer was throughout their lifecycle.

Protip

Try building Lookalike audiences from your most ‘ideal’ customer type, and working up the funnel to expand your targeting. Lookalike audiences can help you unlock growth, so try testing: lookalikes of your most engaged email list, lookalikes of people who have purchased from your site, lookalikes of people who’ve watched 90%+ of your video ads, etc.

To capitalise on the success across paid media, it was imperative to re-deploy budgets to under-invested opportunities, allocating ad spend where the most return on investment was present. This was of course still facilitating and building a sustainable growth strategy. Campaigns that hadn’t been producing strong results were reviewed and down weighted, or turned off.

Finally, to improve our impression share across paid search we implemented relevant recommendations suggested within the account and set out to ensure the best ad rank possible. It’s important to note that we approached these recommendations whilst critically assessing their relevance to the account and the clients KPIs. This in turn would improve how we perform within the Google Ads auction.

Arlo advertisements being displayed on mobile.

Results

By comparing July 2023 to June 2023 we attributed a 51.7% increase in purchases, alongside a 31.4% increase in revenue. By inspiring new audiences, nurturing existing customer relationships, and being considerate about where we spend our money and why, paid activity drove approximately 51.2% of all purchases in July and facilitated 61.4% of assisted purchases.

Additionally, when we look year on year, July 2023 saw a 52.8% increase in purchases, and a 32.7% increase in revenue, alongside a 25.9% decrease in the cost per purchase. This led to a 17.2% increase in return on ad spend.

Our revised strategy and tactics produced more sales than the Black Friday period of the year prior with less media investment. This is an impressive achievement considering Black Friday is one of the biggest events in the retail calendar and has been deemed the “busiest shopping day of the year” for the majority of retailers and eCommerce.