By Your Side is a Polish fashion brand created by women for women. The original collections are sewn in Łódź, and its designs are distinguished by their durability, comfort, and the multitude of ways they can be worn and styled. Our task was to undertake the promotion of the brand’s online store, which had never previously used paid advertising campaigns.
Within four months from the start date of the strict sales campaign, we achieved over 1300% ROAS (Return On Ad Spend):
- In the first month, it was only a 32% increase compared to the previous month, however, thanks to the appropriate amount of collected data and the professional implementation of the Facebook Pixel on the online store’s website, we were able to properly optimize the campaign, which resulted in…
- a 218% increase in the following month. However, we didn’t stop there and started scaling the campaign. Thanks to this technique, we closed the next month with…
- An over 240% increase, and the next one with…
- a 250% increase in ROAS!!
The numbers provided above are month-over-month comparisons of the results for consecutive periods of running the campaign. This means that from the first to the fourth month of this campaign alone, we ultimately generated an over 13-fold increase in return on investment in advertising campaigns within the Meta ecosystem.
Let's talk about cooperation
Such results don’t come out of nowhere!
They also don’t appear right away!
An unknown brand is usually a tough nut to crack for any marketer. The lack of possibility to instantly base parts of the campaign on multi-channel funnels – composed, after all, of current customers – means that many companies send such a client packing right at the start.
However, after agreeing with the client on a strategy based on image campaigns and preparing a plan aimed at driving valuable traffic to the store, we took on the challenge. What did it look like step by step?
Building brand awareness
During the first months of this type of campaign, one should be prepared for the fact that the advertising budget will be allocated primarily to building awareness about the new brand among users who do not know it yet.
Of course, even then, the first purchases appear on the client’s account. This does not mean that the campaign is already paying off financially. After all, that is not its goal at this stage. This is the time when the brand image is built, its history is conveyed to future customers, and competitive advantages are presented.
In the case of By Your Side, the main advantages that we conveyed in our advertising creatives were information about the brand’s idea (dresses made by women, for women) and the flagship product – the Infinity Dress (One dress. Dozens of ways to tie it).
During this time, the ROAS of non-sales campaigns gradually approached around five times the sum of the budget allocated for advertising. At this stage, this was a sufficient growth pace to maintain image and reach campaigns.
Such dynamics of return growth also give a clear signal to shift (or increase) the budget towards pro-sales campaigns.
How did we achieve a thirteen-fold increase in sales in the clothing industry?
The engagement of the brand’s audience generated in previous months allowed us to constantly create custom audiences, which grew with each passing month of the campaign.
Thanks to this, at the start of the sales campaign, we knew perfectly well to whom exactly we were addressing the advertising messages and what micro-conversions the future customers had made on the store’s website.
Having ready “warm” (remarketing) audiences, we set about testing several types of remarketing:
- People interacting with content promoted on Social Media
- People following the brand’s profiles on Facebook and on Instagram
- People adding products to the cart
- People visiting the store’s homepage
In parallel, we still continued displaying image campaigns promoting the latest content, thanks to which the custom audiences described above could continuously grow and allow us to maintain the display frequency rates of the advertising material at a profitable level.
Thanks to the collected data, we were also able to prepare campaigns containing dynamic advertising material, thanks to which we displayed specific products only to audiences who had already expressed initial interest in them earlier.
Already after the first tests and focusing on two types of remarketing, the sales funnel designed in this way was a bullseye, thanks to which, month by month, we were able to deliver new customers to the store and simultaneously cross-sell products from new collections to regular customers.
As we expected, after excluding smaller remarketing audiences from the campaign, combining static and dynamic campaigns brought the desired effects.
It is worth paying attention to the monthly budget for this client. Despite the smallest possible amount from which we undertake the execution of an advertising campaign, it was used 100% effectively.
With lower budgets, we would have to expect a smaller number of results, which additionally, due to increased fluctuation, would be much more difficult to analyze in terms of significant data, and thereby also to optimize a campaign with such a budget.
Even if you only have the mentioned minimal budget at your disposal, we will gladly help generate such results in your store as well!
What’s next?
At this moment, the client is now ready to enter the phase of scaling the return. After initial discussions about the future of the brand’s advertising activities, we agreed on a significant increase in the advertising budget, which will allow increasing the return’s amount (by maintaining the same or better ratio of advertising spend to the sum of conversion value the client will earn more than by staying with a fixed minimum budget).
Additionally, this is also the moment when we analyze the current statistics of the store’s traffic to plan the client’s advertising campaigns along outside the Meta advertising ecosystem. We are currently taking into consideration the strong purchasing trend on TikTok among the demographic group of our potential customers and the low competitiveness of keywords in the Google Ads advertising ecosystem.
Using the example of a Polish e-commerce in the clothing industry, it is perfectly clear that the key to the success of a marketing campaign is not only a good product, or a team of professionals with experience. The results of this collaboration should be sought in the mutual trust of the client towards the marketer’s strategy and the bilateral involvement of the parties, combined with a patient and thorough analysis of the current situation.
Without these key factors, on the one hand, the client would get discouraged by an advertising campaign that does not bring effects in the first month, and on the other hand, the marketer would not be able to achieve a thirteen-fold ROAS.
If a partnership approach to business cooperation is not foreign to you and you would like to become our satisfied client, we invite you to fill out the contact form.
