Their Story

European elegance

Retailer Atelier Goldner Schnitt is a familiar name in Germany and surrounding countries for elegant and comfortable women’s fashion. Traditionally a mail-order brand, Atelier Goldner Schnitt now sells online and offline to a main target audience of women over 60.

Their Goal

Sixty-something subscribers

Atelier Goldner Schnitt was keen to encourage over 60s to order online – a shopping style that doesn’t necessarily come as naturally to older people as it does to younger generations. In a campaign focused on the Dutch market, Atelier Goldner Schnitt wanted to attract newsletter subscribers as a first step.

Our older target group tends to be cautious when it comes to ordering online, but Facebook turned out to be the perfect medium. Facebook feels like a safe and familiar place to our target group - they're among friends. The ad campaign provided us with valuable newsletter subscribers, but we also noticed that our Facebook fan base has grown organically during this campaign, which has cost us nothing.
Sander van Rooijen Online Marketer, Atelier Goldner Schnitt
Their Solution

Giving shoppers an incentive

To reach women aged 60 and over, we created a Facebook ad campaign with a call to action to subscribe to the newsletter, with the added incentive of a 20 store credit.

Ads were created for desktop, mobile and tablets, and were targeted to people based on gender, age, and interest. The team also tried out ad creative targeted to grandmothers, using text and imagery that would appeal to those with grandchildren.

To increase conversions, a special responsive campaign landing page was created. Then, having generated interest and signups. Atelier Goldner Schnitt remarketed ads to website visitors using Custom Audiences and Lookalike Audiences to encourage sales conversions.

Their Success

Golden opportunities

Atelier Goldner Schnitt campaign shows that mature audiences can successfully be reached and engaged through Facebook. In fact, the company was so encouraged by the Dutch campaign that it plans to run similar marketing activities in other countries.