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 today’s competitive market requires a precise strategy. Our client, a leading brand in the fashion industry, needed to grow its revenue, acquire new customers, and improve retention rates amidst growing competition.
Our Approach
To overcome these challenges, we crafted a comprehensive strategy focused on:
- Targeted segmentation for personalised reach.
- Engaging video ads to drive conversions.
- Customer retention strategies and seasonal campaign alignment for maximising impact.
The Solution
1. Targeted Campaign Segmentation for Maximum Reach
We segmented the US market by state and tailored Advantage+ Shopping Campaigns for each region. We created a Top States vs Rest of USA P.Max segmentation. This allowed us to adapt our messaging and bidding strategies according to regional nuances, leading to higher engagement and improved conversions.
Results
ROAS exceeded 500% across all segments, demonstrating the effectiveness of geo-targeting for profitability.
2. Engaging Video Ads for High Conversions
We developed and launched commercial-style video ads in both the UK and US, presenting the brand’s products in a visually appealing, aspirational way. These videos captured the attention of fashion-conscious audiences, driving conversions.
Results
The video campaigns drove over 900 purchases on META, showcasing the significant role that engaging video content plays in expanding reach and driving conversions. The PMax campaign drove 95 purchases and generated £6,700 in incremental revenue, demonstrating the effectiveness of combining automation with compelling video content.
3. Increasing Customer Loyalty through Targeted Ad Spend
Retaining existing customers is vital for long-term growth. We reallocated ad spend towards existing customers using personalised ad creatives and targeted offers. This strategy enhanced customer lifetime value and increased return rates.
Results
We achieved a 14% month-over-month reduction in Cost Per Acquisition (CPA) and increased customer return rates, proving the value of retention-focused advertising.
4. Seasonal Campaigns for Strategic Impact
Recognising the importance of seasonality in fashion, we launched a Dynamic Product Ad (DPA) campaign focused on the brand’s knitwear collection during the winter season in the UK. This seasonal alignment resulted in higher engagement and conversions.
Results
The seasonal campaign generated 112 conversions and a 527% ROAS, emphasising the impact of aligning product promotions with seasonal trends.
5. Efficient Ad Spend with Stock Awareness
To optimise ad spend, we introduced a custom label system to identify products at risk of going out of stock. This allowed us to prioritise advertising for products with high availability, preventing wasted spend.
Results
This strategy helped us focus ad spend on products with higher availability, improving overall campaign efficiency.
6. Geographic Segmentation for High ROAS
We further segmented the US market on Performance Max by allocating more budget to top-performing states. This geographic segmentation allowed us to focus resources on regions that delivered the highest returns.
Results
This strategy resulted in a 515% ROAS and generated £115k in revenue, showing the power of hyper-targeted campaigns in maximising ad spend effectiveness.
Results and Impact
- Exceeded Revenue Targets
Generated over £2 million within a month on Google/META, exceeding forecasted targets for the business as a whole.
- High Efficiency
Achieved 801% ROAS while optimising ad spend and focusing on high-potential products.
Key Learnings
- Geo-Targeting Matters
Segmenting markets geographically allows for more efficient 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 strengthens brand loyalty.
Conclusion
Scaling a fashion brand in a challenging market demands a multifaceted approach. Through targeted campaign segmentation, engaging video ads, and customer retention strategies, we helped our client achieve remarkable results, including over £2 million in revenue and substantial year-over-year growth across PPC.
Are you ready to scale your fashion brand with precision and expertise?
Contact us today to learn how we can help you achieve similar success through targeted campaigns and innovative advertising strategies.
