Published by isobel.regan@dontpanicprojects.com
Published Date 06.03.2024 
Adfabric Media are a future focused independent media agency, on a big mission to supercharge their clients media investment. That’s exactly what they have achieved for their client Clays, with their 2023 campaign having been shortlisted as finalist for ‘Best Hospitality Campaign Of The Year.’
Adfabric’s founder, Hannah King shared that ‘the team are absolutely delighted to have been shortlisted. We set up Adfabric a few years ago now with the single focus of working our clients’ media spend harder, which we achieve through a combination of incredibly experienced world class talent, best in market tech and tools, and highly attuned working relationships with our clients. This campaign is just one example across our range of clients, who span banking, telecoms, ecommerce, FMCG, entertainment and hospitality that we’re incredibly proud to shout about’.
Ayse Abbot, Senior Marketing Manager from Clays added: ‘AdFabric has played a pivotal role in identifying our audience profiles, driving new bookings, and supporting the successful launch of innovative concepts that generate new business. Their ongoing support has been instrumental to our growth and success and I would highly recommend them.’
Adfabric Media’s Award Nominated Entry – Supercharging Revenue Growth for Clays Bar
Clays is one of London’s newest, luxe activity bars. Following the successful launch of its first venue in the City, Clays expanded their London footprint with a second venue, Canary Wharf, in January 2023.
Adfabric were briefed to launch the new Clays Canary Wharf venue, whilst hitting aggressive YoY sales targets for the business as a whole. With a backdrop of an expanding base of competitors and the cost of living crisis in the mix, this was no mean feat!
With aggressive targets, we needed to de-risk all elements of our media plan. We built a multi-levered, data driven audience plan across multiple segments and media channels (Paid Social, Paid Search, DOOH and Digital Audio).
We leveraged Clays’ first party audience segments alongside profiles that we identified via our AI led planning tool to draw out thousands of additional data signals to target against. Postcode level targeting was overlaid across all elements of the plan, to join up comms and to align with the proximity of individuals most likely to book a peg at the City & Canary Wharf respectively.
We built a live dashboard, pulling in key performance data, across channels so that all stakeholders could access key stats at any time, and so that optimisation decisions could be made faster. Weekly strategy calls enabled us to share data, discuss creative, venue, audience and channel optimisation. This ensured our media was always highly calibrated with business performance and working toward achieving our ultimate revenue goal.
Always on A/B testing of new packages, audience strategies, creative, and landing pages across our BAU channels provided ongoing insight and levers to further optimise and improve campaign ROAS through the year.
The result – We exceed an already aggressive revenue target by 23%, delivering a 43% overall improvement in media efficiency YoY. We’re looking forward to another year of accelerated growth for Clays as we support plans to expand their footprint further into 2024!
What Adfabric had to say about being a finalist
Given we’re absolutely obsessed with driving harder working, more effective media campaigns for our clients, we are massively proud of the results we have achieved for Clays. To hold our work up against our peers and to have been shortlisted to the final two in category is fantastic. We’re looking forward to the event on the 21st and will be keeping our fingers and toes crossed for a winning result!.
Want to supercharge your media? We’re Ready when you are. Contact Adfabric today to find out more about our approach at hello@ad-fabric.com
