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3695 Pairs of Sandals Sold

10,472 Facebook likes

12,744 Average Weekly Facebook Post Reach

About the Client

Gloria Sandals is one of the most reputable online shoe retailers. They are an Australian brand that has been producing handmade Avarca sandals for over 60 years. Currently, they are one of Australia’s best known original avarca manufacturers, granted with the label “Avarca de Menorca” issued by the local government of Menorca. Years of experience creating handmade shoes and Avarca sandals resulted in the creation of one of the richest offers of first class footwear on the Australian market.

About the campaign

Since Facebook marketing is interruptive marketing, the campaign strategy had to differ greatly from the strategy our team made for Google Ads. The main goals of the paid social campaign are:


  • Increase brand awareness
  • Increase their online sales
  • Increase the number of website visitors
  • Increase revenue
  • Gain more page likes


The strategy for the organic campaigns on Facebook and Instagram was not only product promotion but also getting to know our customers, giving the brand a personality and including the customers as content creators. Our main goals for the organic campaign was:


  • Growing a fan base
  • Creating a distinct visual style
  • Building a community
  • Keeping close contact with the customers and fans


The client previously only had boosted posts, so the campaign had to be structured from the ground up. Also, the client previously had only a set up Facebook profile with several posts for boosting and a small audience. Our social media team came up with the following organic social media strategy:

Audience analysis

Before even starting working on the strategy, it’s important to identify the client’s buyer persona. With that in mind, we could create individual audience personas, according to demographics and their location. Since the client already had their pixel installed, we created new audiences based on their behaviour on the client’s website.

Campaign structure

The campaign was structured according to two main factors : audience and special dates/holidays. We would create separate ads whenever an important date would approach: Halloween, New Years, Women’s Day, etc.


The ad creative consisted of a visual design and an ad copy that complement each other. The creatives highlight the client’s unique offers, special promos and best selling products.

Visual identity

Our first step was to define a distinctive visual style that will connect all of their posts, and be instantly recognizable. We settled on feminine visual cues, a pastel color scheme and fonts that worked well in correlation with the brand’s identity.

Post types

In order to keep our followers engaged, we came up with five types of posts: collages, product photos, likeable quotes, photo reposts and user generated content. User generated content is especially important for our client, as it gets the most engagement and makes their customers a vital part of their brand.


It was decided early on not to have overtly promotional post copies, but to focus on humour and fun CTA’s which would incite engagement from the followers rather than to produce sales. The copies are short and related to the visuals. We used the copies to give the brand their specific voice and personality.


More than 9 million Impressions



79K Clicks



Revenue and visibility increased by 10 times



More than 3600 in Conversions



Cost per conversion lowered to 23$



ROAS increased to 4.57



More than 3000 Instagram followers



More than 10K Facebook likes



Average Engagement 2,08%



Average Post Reach more than 1300



Website Visitors from Social Media 51%



Average Cost per Click 0.65$


Awards & Certifications

Contact Us

1800 170 681
Melbourne map GWM SEO


1/2 Macquarie St,

Prahran, VIC 3181

Brisbane map GWM SEO


2/2 Pittwin Rd N,

Capalaba QLD 4157

Sydney map GWM SEO


702/ 122 Walker Street,

North Sydney NSW 2060

Europe map GWM SEO


Dunavska 13

21000 Novi Sad, Serbia

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COVID-19 Notification

GWM are operating business as usual during the COVID-19 pandemic. To ensure the safety of our staff and our clients we can provide contact-free meetings via video conferencing and screen sharing. Contact us on 1800 170 681 for further details.