The Jewelry brand approached us with a pressing issue: their Facebook ads weren’t generating their target Return On Ad Spend (ROAS) of 3.5. With a high frequency of creative output, they were eager to optimize and leverage these assets more effectively.
The initial challenge was two fold:
The brand’s inability to scale Facebook ads resulted from a suboptimal ROAS. With an agile creative production pipeline, it was imperative to identify how these assets could be harnessed effectively.
Our team undertook a rigorous audit:
Detected limited creative and audience testing. Identified reduced spending compared to the brand's historical data. Proposed to the client a strategy to allocate more budget towards testing new creatives. Initiated the highest-performing products on the brand's website. This move set a positive approach by boosting the initial ROAS.
Understanding that ROAS might not always reflect the true health of marketing efforts:
We introduced the concept of MER (Marketing Efficiency Ratio) to the client. MER offers a more holistic view of the relationship between total marketing spend against total revenue. A blessing in disguise, Q4 allowed us to leverage holiday shopping momentum. We strategically promoted products with the highest conversion rates while simultaneously doubling down on creative tests.
Recognizing the untapped potential in the brand’s monthly photoshoots:
We transformed raw images into compelling ads. This strategic move led to a dramatic tenfold increase in daily ad spend, from $1k to $10k. The outcome? Q4 of 2021 recorded a performance 30% stronger than 2020. Winning creatives were identified, focusing on two primary products. This approach elevated the Average Order Value (AOV), signaling higher revenue from individual transactions.
On analyzing various revenue streams:
Noticed potential for growth in organic revenue through improved email flows and campaigns. Embarked on rigorous A/B testing for email messaging and designs. Enhanced pop-up designs resulted in a 50% form submission rate increase within the first two weeks.
With the dawn of 2022:
We noticed an uplift in click-through rates and revenue per recipient, resulting in an impressive 40% revenue surge. However, our ROAS dipped, and we counteracted it by designing and testing diverse landing pages. One such page was an 'educational landing page', showing the advantages of our product and its impact on the user's life. Another took a visually appealing approach, leveraging captivating product imagery to showcase its aesthetic value and potential fashion enhancement. After rigorous testing, we discovered that educational landing pages had a 35% better conversion rate.
In collaboration with the brand:
We developed various creatives, from mashup videos integrating User Generated Content (UGC) to showcasing products in real-life settings. A series of tests across ad formats, from carousels to video ads, pinpointed long-card carousels as the most effective for this brand. This discovery led to designing carousels that communicated product benefits and usage and invested $100k in two winning products, each yielding a ROAS greater than 3.5.
By August 2022, the synergy of Email, SMS, and Facebook ads campaigns culminated in a 35% revenue boost. This success:
Earned us the privilege to manage the brand's Google ad account. Prompted aggressive scaling of branded campaigns. Multi-platform retargeting efforts enhanced customer acquisition and retention by 20% in September.
Capitalizing on Year-End Momentum:
Utilized insights from exhaustive A/B tests to design optimal email templates. Developed a strategic plan for promoting select videos, images, and products during Q4. Emphasizing a gifting angle in ad copies during the holiday season yielded a performance that outpaced other ads by 50%. This meticulous planning resulted in a Q4 revenue surge of 40% compared to 2021.
A complete website revamp by the client led to multiple broken links, adversely affecting conversion rates. Immediate measures were taken to update email flows and rectify ad links. A thorough audit identified website errors, and once rectified, conversions witnessed a marked improvement.
We kept the client in the loop with frequent updates, ensuring we were all on the same page regarding goals and progress. As our fixes took effect, we saw a clear and promising uptick in conversion rates, signaling a return to form for the brand online. The joint effort and positive trends have us optimistic that 2023 will close as a strong, successful year for the brand’s digital presence.
Throughout our collaboration with the lifestyle brand, we embarked on a transformative journey to enhance their digital presence. Initially, the brand faced challenges with its Facebook ROAS, prompting us to dive deep and identify key bottlenecks.
To address this, we discovered that limited audience testing and inconsistent spending habits were the core issues. Our multi-pronged approach spanned from refining their advertising strategies to leveraging the rich assets from their monthly photoshoots. We introduced a more holistic MER metric, optimized email campaigns, conducted rigorous A/B testing, innovated with landing page designs, and diversified creative content. By integrating platforms and strategically capitalizing on holiday surges, we ensured consistent growth.
Even when faced with hiccups, like the website revamp issues in 2023, our team acted swiftly to rectify and maintain momentum. As a result of our sustained efforts and adaptive strategies, the brand is on track for a promising digital outlook by the end of 2023. Our collaboration highlights the importance of proactive partnership and innovative problem-solving in digital marketing, laying a robust foundation for future growth.
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