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Case Study: Yorkshire Candle Company

Key Results

925%

Year on year increase in Google Ads sales

10-1

ROAS on Google Ads during peak seasons

12-1

ROAS on Facebook Ads during peak seasons

Key Results

925%

Year on year increase in Google Ads sales

10-1

ROAS on Google Ads during peak seasons

12-1

ROAS on Facebook Ads during peak seasons

CLIENT

The Yorkshire Candle Company

SERVICE

Google Ads
Facebook Ads
Email Marketing
Content Creation

INDUSTRY

Retail

WEBSITE

Live preview

CLIENT

The Yorkshire Candle Company

SERVICE

Google Ads
Facebook Ads
Email Marketing
Content Creation

INDUSTRY

Retail

WEBSITE

Live preview

The Brief

The Yorkshire Candle Company, an independent manufacturer of hand-poured wax candles, room mists, sprays, and wax melt bars, operates from a small factory near Meadowhall in Sheffield. They sought to enhance their digital marketing to drive sales and increase brand visibility. OCPR, recommended by another local client, was engaged to overhaul The Yorkshire Candle Company’s Google Ads and Facebook Ads campaigns, with a focus on Google Shopping and Facebook Sales strategies. During our 12-month partnership, we also provided support for their email marketing efforts and content creation to further boost their online presence.

KPIs

Purchases made

Cost per conversion

Purchase ROAS

THE CHALLENGES

Seasonality: Candles are inherently seasonal products, with a notable spike in demand and higher conversion rates from September to February. During the spring and summer months, it was essential to devise innovative campaigns and promotions to sustain sales and maintain a high ROAS.

Branding & Tone of Voice: The Yorkshire Candle Company prides itself on its elegant brand image and distinctive Yorkshire roots. Ensuring that all our creatives and ad copy on Google and Facebook were perfectly aligned with their brand guidelines required clear and continuous communication with the YCC team.

Marketing Budget: As a growing company, The Yorkshire Candle Company operates with a limited marketing budget, particularly during the off-season. We designed cost-effective campaigns, including email marketing list building and ongoing engagement initiatives, to drive awareness and revenue during periods of lower purchasing activity.

THE WORK

Initial Paid Social Campaigns: We launched initial paid social campaigns, quickly discovering that seasonal collection carousels were most effective during autumn and winter. During off-peak seasons, flash sales and offers, such as our “recycled mystery box,” proved more successful than marketing products at full price.

Email Marketing Development: We assisted The Yorkshire Candle Company in establishing their initial email marketing flows, including a welcome sequence for new subscribers. Through a dedicated email list-building campaign, we garnered 2,160 sign-ups at just £0.17 each, funnelling these users into automated email flows to drive additional revenue and sales.

Ongoing Optimisation: We continuously review product performance on Google to ensure optimal ROAS year-round. This involves staying updated on recommendations, reviewing assets, and adhering to best practices. Additionally, we provide strategic recommendations to improve website conversion rates, collaborating with The Yorkshire Candle Company’s web developers to further enhance ROAS.

THE RESULTS

Average seasonal ROAS of 10-1

1000% YOY increase in sales

2160 email sign ups at £0.17p each

From our initial conversation to 12 months later, OCPR has forged a strong and lasting relationship with The Yorkshire Candle Company. This partnership is not only highlighted by the impressive results of our campaigns but also by our unwavering dedication to continuous improvement, campaign optimisation, and consistent, transparent communication with the client.

As we look forward to another successful autumn-winter season with The Yorkshire Candle Company, we are excited about upcoming collaborations, website and branding enhancements, and the potential for scalable budget increases driven by our outstanding results. We are committed to keeping the candle burning and driving further year-on-year growth and engagement for The Yorkshire Candle Company.

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