- Revenue up 70%
- Orders up 66%
- Store sessions up by 124%
- New customer revenue up by 30%
Background
Claudio Lugli is all about bold, vibrant fashion that makes a statement. Known for their daring designs and intricate details, they create pieces that let wearers express their personality with confidence.
After working with a few agencies, they partnered with us in February 2024, looking to scale and get their garments in front of a bigger audience. We jumped in to help amplify their unique, non-conformist approach to fashion and drive growth - while staying true to the brand's creative spirit.
We inherited an ad account with far too much lower funnel activity. The brand was struggling with new customer acquisition, and the account strategy was part of the issue. Frequency was sky-high, while the first-time impression ratio was way below the industry standard.
We restructured the account, turning off BOF campaigns, and focused on upper funnel activation implementing exclusions - Both previous customers, and even web visitors.
We built out a creative feedback loop, constantly monitoring hook rates and hold rates of our video creatives, as well as conversion metrics such as CPA. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.
By leveraging this approach, we not only scaled aggressively, but also gathered valuable data on which specific creatives resonated with their customer.
After completely revamping the media buying strategy, we turned our attention to the creative. We needed bold, eye-catching ads that reflected the brand's unique vibe. This was key to driving awareness and, ultimately, bringing in new customers.
Revenue up 70%
Orders up 66%
Store sessions up by 124%
Huge focus on creative diversification
A bottleneck in the account was an over reliance on a few winning creatives. We addressed in our audit we needed more creative diversification to tap into different pockets within our audience, and scale efficiently.
We implemented the following:
- Creative testing volume increased to testing minimum of 50 new assets a month (strategised and produced by our in house team)
- Upper funnel focused account structure, excluding all previous customers, and even website visitors in certain adsets.
- Creative feedback loop to leave no stone unturned and ensure we are learning from ALL creative tests, using this to inform our creative strategy
Ad Account overview
- Super consolidated account
- One test/scale CBO campaign. We test in adsets and copy winning post IDs over to the scaling adset. Our aim is to consolidate learnings in as little adsets as possible.
- This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
- Utilising CLICK ONLY attribution - We want to train our ad account to become smarter, and optimise based on clicks > purchases rather than views > purchases. View attribution is only good for your ego.
Hear from our partners
- Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
- Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
- Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
- Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
- Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.
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