Our client, a prominent brand in the alternative fashion scene, is known for its edgy and distinctive clothing. In this case study, we show how our targeted campaigns, creative video ads, and strategic approach helped generate over £2 million in revenue, leading to an impressive 137% year-over-year growth.
The Challenge
Scaling a fashion brand in a challenging market requires navigating increased competition, changing customer behaviors, and maximizing ad spend efficiency. Our client faced the need to boost revenue, drive new customer acquisition, and improve retention rates in a saturated market.
Our Approach
We developed a comprehensive digital marketing strategy focusing on:
- Targeted segmentation for personalised reach
- Launched engaging video ads across multiple channels
- Customer loyalty initiatives to boost retentio and seasonal campaign alignment for increased impact
The Solution
1. Targeted Campaign Segmentation for Maximum Reach
To maximise reach, we segmented the US market by state and crafted unique Advantage+ Shopping Campaigns for each segment. For example, in California, we tailored campaigns to reflect the state’s diverse fashion tastes, resulting in higher engagement and conversions compared to other regions. Customising our messaging and bidding based on regional nuances allowed us to connect more effectively with each audience.
Results: Our efforts resulted in a Return on Ad Spend (ROAS) exceeding 500% across all segments, highlighting the power of tailored geo-targeting in enhancing profitability.
2. Engaging Video Ads for High Conversions
We launched commercial-style video ads across the UK and US to engage our target audience. These ads presented the brand’s products in an aspirational way that resonated with fashion-conscious consumers.
Results: The video campaigns drove significant engagement, resulting in over 900 purchases. This clearly illustrates how dynamic video content can play a critical role in driving conversions and expanding audience reach.
3. Increasing Customer Loyalty through Targeted Ad Spend
Customer retention is the key to long-term growth, especially for fashion brands where loyalty can make or break success. For example, retaining loyal customers helps establish a strong brand community, which is important in the alternative fashion space where self-expression and connection drive repeat purchases.
By reallocating ad spend toward existing customers and personalising ad creatives, we encouraged repeat purchases and enhanced customer lifetime value.
Results: We achieved a 14% month-over-month (MoM) reduction in Cost Per Acquisition (CPA) and saw an increase in customer return rates, demonstrating the value of investing in customer retention.
4. Seasonal Campaigns for Strategic Impact
We took advantage of the winter season to boost conversions by launching a Dynamic Product Ad (DPA) campaign focused on knitwear in the UK. This approach allowed us to connect with customer needs during colder months, ultimately driving higher engagement and conversions. This campaign featured the brand’s knitwear collection, effectively aligning with seasonal demand.
Results: This targeted seasonal campaign generated 112 conversions and an impressive 527% ROAS, showing that aligning product promotions with seasonal trends can yield outstanding results.
5. Efficient Ad Spend with Stock Awareness
To ensure we used ad spend, we introduced a custom label system that flagged products at risk of going out of stock. This approach enabled us to prioritise campaigns for products that were readily available.
Results: Our custom labelling system minimised wasted ad spend and ensured that we focused on high-potential products, ultimately improving overall campaign efficiency.
6. Performance Max (PMax) Campaign Optimisation
We took advantage of Google's automation through Performance Max (PMax) campaign allowed us to target users with high purchasing intent and achieve incremental revenue growth.
Results: The PMax campaign delivered 95 purchases and £6,700 in incremental revenue, demonstrating the effectiveness of leveraging Google’s automation tools alongside creative video content.
7. Geographic Segmentation for High ROAS
Using the PMax campaigns we further segmented the US market into top-performing states and the rest of the country. This allowed us to allocate budget and resources to regions with the highest returns.
Results: The geographic segmentation approach resulted in a 515% ROAS and generated £115k in revenue, emphasising the value of focused, hyper-targeted campaigns.
8. Focus on Product Availability with Custom Labels
We directed our ad budget toward products that were unlikely to go out of stock by utilising custom labelling, ensuring that every pound invested made an impact.
Results: Prevented wasted ad spend and focused resources on high-availability products to ensure efficiency.
9. Achieving Over £2 Million in Revenue Across Google and META
By implementing these strategies across both Google and META platforms, we achieved significant results, including a 137% year-over-year revenue growth and maintaining an 801% ROAS.
For example, our tailored approach led to over 2 million in revenue and substantial customer engagement across multiple touch-points.
Results: We generated over £2 million in revenue, achieving a +137% year-over-year revenue growth while maintaining an 801% ROAS across all channels.
Results and Impact
- Exceeded Revenue Targets
Surpassed revenue targets by 28% and drove over £2 million in revenue. - New Customer Growth
Grew the new customer base by 18%, contributing to year-over-year growth.
- High Efficiency
Achieved 801% ROAS while optimising ad spend and reducing brand spend by 75%.
Key Learnings
- Geo-Targeting Matters
Segmenting markets by geography enables effective budget allocation and better results. - Leverage Seasonality
Aligning campaigns with seasonal trends significantly boosts conversions. - Retention Drives Efficiency
Prioritising existing customers reduces CPA, increases returns, and enhances brand loyalty.
Conclusion
Scaling a fashion brand in a challenging market requires a multifaceted strategy. Through targeted campaign segmentation, engaging video ads, and an emphasis on customer loyalty, we achieved exceptional results—including over £2 million in revenue and significant YoY growth.
These strategies underscore the importance of personalisation, seasonal alignment, and customer retention when aiming for scalable growth.
Are you ready to scale your fashion brand with precision and expertise?
Get in touch today to discover how we can help you achieve similar success through targeted campaigns and innovative advertising strategies.
