Life Needs A Bigger Social Network

Client: Three

In 2023, UK ad spend increased by 6.1% to $36.6 billion, with performance marketing capturing $28.7 billion, led by paid social. Three and Zenith Media seized this shift by overhauling their paid social strategy into a social-first, full-funnel approach aimed at enhancing brand awareness and driving sales.

The strategy focused on leveraging advanced technologies like AI-led buying, third-party audiences, and robust creative testing. Key to this was Social Hero, a proprietary tool designed to optimize cross-channel social planning and budget allocation based on real-time data and performance metrics. Launched in July 2023, the campaign employed a diversified mix of platforms, including Meta, X, TikTok, and Snapchat. The results were transformative: the new approach significantly improved cost efficiencies and boosted brand lift across various channels. Social Brand ROI and Social DR ROI skyrocketed from Q1 to Q4 2023, validating the effectiveness of the innovative strategy and reinforcing a social-first approach for future success.