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Situation
Liam & Co are best known for their everyday fashion pieces for women. Based out of the US, they had achieved phenomenal growth over the past 2 years but reach a real point of stagnation. Their man focus was ensuring NCA was optimised along with scaling spend effectively.
The Task
The job was simple. Increase the number of new customers and ensure we consistently hit over a 4x blended. Seems easy right?
Actions
- Building on previous winners: With their account, there was already a major level of maturity and data to it which gave us a headstart. It was imperative that we leverage that existing adspend and learnings to take forward in the account.
- Refining the strategy: Really doubling down on product SKU’s with strong contribution margin and understanding from an economics perspective which we should really home-in on.
- Rapid creative testing: It was evident that the SKU’s we homed in on were the winners, so it was super important that we began testing different creative angles, incorporating a range of format types to feed the account with sufficient data. Test, Learn, Iterate, Scale.
- Q1 Breakthrough: The hard work really came to fruition here as we saw a 45% increase in top line revenue compared to the previous year along with 42% increase in New customer acquisition.
- Optimising around MER: It’s vital when at this level that you’re focusing on metrics outside of ROAS and we wanted to make sure our marketing spend was efficient across the board. Q1-Q2 we managed to keep MER at 23% while scaling spend by 57%. Major efficiency.
Results
So far this year, we’ve managed to achieve:
- Blended ROAS 5.9x (up 16%)
- Spend up 66%
- Net profit increased by 225%
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