Woocommerce TCO (Total cost of ownership) campaign

WooCommerce is an open-source ecommerce platform that’s free to use — with no platform fees, no revenue tax, and no hidden costs as you scale. You only pay for what you use (any addons). Naturally, the most frequent question we get it… “How much does WooCommerce cost? This campaign sought to demystify the economics of open-source ecommerce with a webinar of ecommerce experts breaking it down and a simple TCO calculator. It was our most successful campaign to date, generating X Y Z.

WE ALSO LAUNCHED A PRICING PAGE AS STEP 2.

Webinar

Our hero asset for this campaign was a webinar…

TCO calculator

We also launched a series of retargeting ads, sharing case studies and customer success stories within our ideal customer profile. Our most heavily-engaged with asset was a TCO calculator…

Ads

Our awareness ads focused on promoting the webinar; our retargeting ads directed prospects to specific RTB landing pages; and we also ran a separate, highly actionable ad that featured our TCO calculator.

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Landing pages

This campaign actually used 3 landing pages: one to host our hero webinar asset, an overall campaign landing page focused on costs, and one that specifically featured the TCO calculator.

Video ads

Our 15” and 30” video ads ran on Meta and LinkedIn, and were, unsurprisingly, our top-performing creative.

Audio ads

We even dabbled in podcast ads, running targeted versions of a 15” and 30” ad: one to a more general audience, and one specifically highlighting Woo’s customizability.

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