Mazuma

Mazuma Mobile Limited is the UK's best-rated & largest mobile phone recycling service.

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Established in 2006, the company provides a quick and convenient way to recycle unwanted devices by purchasing them directly from customers and refurbishing or responsibly recycling them.

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the challenge

Following a successful period as a leading mobile recycling service, Mazuma was looking for a partner to help put them back on the map amidst increasing competition and a newly crowded market. Their key objectives were (and continue to be) improving brand awareness and driving sales to their mobile phone and device trade-in business whilst reducing branded search costs, specifically their cost per click (CPC).

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Mazuma Crew wanted to partner with an agency that could navigate choppy waters and lead on both strategy and execution. That’s why they chose Vagabond. 

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From the outset, the Mazuma team was clear that we had strict Cost Per Acquisition (CPA) targets to adhere to while maintaining profitability. To address this,  our team implemented meticulous return rate monitoring and made continuous improvements to optimise campaign performance and maintain CPA targets within acceptable limits.

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Brand awareness was essential to the brand's growth goals; however, early on in the project, we discovered historic underinvestment in upper-funnel activities, with the brand's focus clearly on targeting at the bottom of the funnel, focusing on retention and retargeting. 

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This underinvestment led to a decline in branded search volume and overall brand awareness. To overcome this, the team focused on boosting upper-funnel activities using brand-building campaigns, such as YouTube ad placements, competitions and targeted awareness efforts. This strategy helped revitalise branded search interest and improved overall brand visibility, ensuring a more balanced and sustainable marketing funnel.

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These strategic adjustments allowed the Vagabond team to meet strict performance targets and rebuild Mazuma's brand presence to its former status.

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our solution

Step 1: YouTube Ads Strategy

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We conducted in-depth audience research to pinpoint ad placements that aligned closely with the brand's target audience and their preferences.  Skippable and non-skippable ad formats were tested to find what resonated best, incorporating strong call-to-action overlays. Continuous A/B testing and data-driven adjustments improved performance metrics like view rates and conversions.

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Step 2: Google Ads Paid Search Strategy Refinement

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Our approach to Google Ads focused on refining keyword targeting and improving ad relevance. High-intent keywords were prioritised, and ad copy was continuously tested to enhance click-through rates. 

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We leveraged responsive search ads to maximise reach and incorporated negative keywords to eliminate irrelevant traffic, driving down cost per acquisition (CPA).

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Step 3: Paid Social Strategy

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Driving brand awareness was crucial for the brand - and paid social creative provided the most engaging way to reach potential customers. Our paid social approach included diverse creatives such as animations, time-sensitive messaging, and promotional offers to engage audiences. Ad sets were segmented for different customer types and deployed across Facebook and Instagram. 

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We tracked key metrics—CTR, conversion rates, and CPA closely—to optimise campaigns.

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Step 4: Email Marketing for Retention

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The Vagabond team has always understood the importance of a full-funnel strategy, which focuses on every stage in the funnel from awareness to retention. .

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To enhance customer retention, we crafted an email sequence that included welcome messages, win-back campaigns, educational content, and promotions.

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Re-engagement efforts focused on past users and customers, leveraging dynamic content based on user behaviour. Performance was measured through open rates and conversion tracking, enabling us to continuously refine content and optimise the timing of emails for maximum impact.

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Client Testimonial

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"Vagabond has become an extension of our in-house marketing team, ensuring that we get the very best out of our PPC and paid social campaigns, all with precise clear objectives and KPIs. They have a breadth of knowledge across all areas of digital marketing and have become a valuable asset to our team."

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 - Suzanne Parker, Head of Marketing

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