Jan 28 in General discussion
E-Commerce Case Study: Scaling an Inclusive Women's Tights Brand
INTRODUCTION
When I was given the opportunity to manage the Australasian marketing campaign for a well-established women's tights brand, I knew it would be a significant challenge but also an incredible opportunity. The brand stood out for its commitment to body inclusivity, designing tights that accommodated wider leg sizes without just increasing length. My task was to leverage a $150,000 AUD monthly ad budget to drive a minimum of 2x Return On Ad Spend (ROAS), a goal that would demand innovative strategies and meticulous planning.
THE CHALLENGE
COVID-19 LOCKDOWNS
The pandemic brought about unprecedented challenges for the retail sector, including lockdowns that affected consumer behaviour and disrupted traditional marketing strategies.
STREAMLINING MULTIPLE AD PLATFORMS
Managing and optimising campaigns across five different platforms (Meta, Instagram, TikTok, Pinterest, and Snapchat) required a high level of coordination and expertise to ensure consistent branding and messaging.
COMPETITIVE NICHE
The women’s fashion industry is highly competitive, with countless brands vying for consumer attention. Standing out in this saturated market required a unique approach.
THE STRATEGY
EMPHASISING BRANDING
We focused on strengthening the brand's identity to resonate with our target audience. By aligning with the brand's mission of inclusivity and authenticity, we were able to create a strong connection with our customers, setting the foundation for all marketing efforts.
STRUCTURING FACEBOOK AD ACCOUNTS
We meticulously structured the Facebook ad accounts to optimise performance. This involved analysing past data to understand what worked and applying these insights to our campaign structures. We created distinct campaigns for cold, warm, and hot audiences to tailor messaging and offers based on their familiarity with the brand.
AUDIENCE SEGMENTATION
We structured all ad accounts with different ads for:
- Cold Audiences: Brand new individuals who hadn't heard of the brand before.
- Warm Audiences: People who had engaged with our social media or website and were familiar with the brand but hadn't made a purchase.
- Hot Audiences: Previous customers.
This targeted approach allowed us to tailor our messaging and offers, significantly improving our overall ROAS.
LEVERAGING NEW OPPORTUNITIES
I introduced the brand to new advertising platforms such as TikTok and Snapchat, expanding our reach. Utilising proven creative and copy, we adapted our strategies to fit the unique audience and format of each platform.
EXECUTION AND RESULTS
DIVERSE AD FORMATS
On Facebook and Instagram, dynamic image ads targeted at broad audiences and carousel ads, both automatic and manual, proved highly effective. Story ads with the company logo overlay, and specific promotions for the sales section helped maintain a constant stream of engagement.
USER-GENERATED CONTENT
For Snapchat and TikTok, ads that mimicked user-generated content resonated best with the audience, creating a more authentic and relatable experience.
GOOGLE SHOPPING AND PINTEREST
Google Shopping ads were a natural fit for our large catalogue, while on Pinterest, both model-featured product photos and bold text overlays drove engagement.
CREATIVE INSIGHTS
Ads featuring models and brightly coloured clothing variations received the highest engagement, underlining the importance of vibrant, eye-catching content.
THE RESULT
FINANCIAL GROWTH
In just four months, monthly revenue skyrocketed from $190K to $880K, driven by a comprehensive and well-executed digital marketing strategy.
ROAS ACHIEVEMENT
We achieved a 5.9x total ROAS across all platforms, exceeding our initial targets and demonstrating the effectiveness of our diversified ad strategy and audience segmentation.
SALES MILESTONE
A record-breaking 24-hour sales figure of $48K highlighted the campaign's peak performance.
LESSONS LEARNED
THE POWER OF BRANDING
A strong, authentic brand identity is crucial for long-term success and customer loyalty, especially in competitive markets.
IMPORTANCE OF AD STRUCTURE AND AUDIENCE SEGMENTATION
Careful structuring of ad accounts and campaigns, along with precise audience segmentation, is key to maximising efficiency and ROI.
OPPORTUNITY IN DIVERSIFICATION
Expanding into new platforms and leveraging a variety of ad formats can significantly enhance reach and engagement.
DATA-DRIVEN DECISIONS
Utilising historical data and ongoing analytics is essential for informed decision-making and continuous improvement.
CONCLUSION
This case study demonstrates the transformative power of strategic digital marketing in scaling an e-commerce brand. By focusing on branding, structured campaign management, audience segmentation, and seizing new opportunities, we were able to significantly increase revenue, customer loyalty, and set new sales records, even in the face of challenging market conditions.
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E-Commerce Case Study: Scaling an Inclusive Women's Tights Brand
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