Andrei Craciun

FASHION ECOMMERCE MARKETING CASE STUDY WOMENS CLOTHING How We Managed to Sel l $112, 000 wi th a $6, 000 budget i n 30 days COMPANY GOALS This business already had a very strong brand and we wanted to work on direct response sales using strictly bottom-of-funnel campaigns (e.g. conversion). The specific goal was to maximize sales while maintaining a CPA of $10 with an average order value around $120. PROBLEM STATEMENT Since the client was already doing pretty well with their existing campaigns, they were hoping we could help them take retargeting to the next level. The client was using conversion campaigns targeting site visitors with the best-selling product, but we needed to go more in-depth with a personalized approach based on their product views. PROPOSED SOLUTION They were growing very quickly, and we knew that we could try some unique retargeting because of their brand image and awareness. We noticed that they weren’t using Dynamic Product Ads (DPAs), which are one of the most powerful tools at an eCommerce advertiser’s disposal. This was the missing piece in their equation. MARKETING STRATEGY Even though DPAs are quite a task to setup, we were able to get about 95%, about 750-800, of their products into a product catalog. The business was already generating over 20k daily site visits and about 5k individuals viewing products each day. With the DPAs and Facebook Pixel, we were able to retarget anyone who had viewed a product or added an item to their cart but had not yet completed their purchase. We also setup sequential retargeting based on 1-, 7-, and 14-day windows. We planned to hit the prospects with an initial reminder on the first day, offer free shipping during the rest of the first week, and then give them the offer they couldn’t refuse during the last week: a 15%-off coupon. These three ad sets were targeting people who had simply viewed a product. The final ad set was on a 7-day cycle to catch the cart abandoners. SUCCESS INDICATORS Since we were only using DPAs, the only creative test we needed to work on was the copy of the sequential retargeting ad sets. We had to make sure we weren’t providing a big discount too early in the process. And, since the brand already had such a strong image, we figured that most sales would take place in the first two sequences. That left the big discount for individuals who were truly on the fence about their purchase decision.. OUTCOME Once we found the best copy for the sequential retargeting ads, we got the ads in action and they started off extremely strong. This was the first time this business had used DPAs, but they dropped all their other ad types once they realized its potential. RESULTS NUMBERS TOTAL BUDGET: $6,000 Budget Breakdown: 1. Facebook Targeting Ads - $3,000 2. Facebook Retargeting Ads - $1,000 3. HedeMedia Management Fee - $2,000 SALES: $112,000 Their results and return on ad spend (ROAS) are both pretty extreme. CONCLUSION This was a big-name influencer with a strong following, though, so just having this person on the ad without any other tactic would have been enough to promote some incredible sales. We got to work with both elements, though. They spent approximately $4,000, and we generated ~$112,000 in sales. That’s a ROAS beyond 28x that was sustained for an entire month! WORK WITH US Andrei Craciun, Founder & CEO www.hedemedia.com Marketing, Sales, Wealth -- Based in Europe, Working internationally.