Summary:
This women’s fashion brand was looking to increase its online sales and improve its performance marketing. In just 3 months, we managed to generate €175,154 in sales with a total investment of €12,047 , achieving a ROAS of 14.54 (i.e. for every €1 invested, the brand obtained a €14 return). This case study shows the strategic approach applied and the impressive results, including a CPA of just €3.67 and a total of 3,282 sales .
Initial Brand Challenges
The brand had untapped potential, but faced significant obstacles:
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Lack of Clear Audience Segmentation :
Previous campaigns were not reaching ideal customers, resulting in low conversion rates and wasted budget. -
Shortage of New Customers :
Despite having a good loyal customer base, the brand was not consistently attracting new customers. -
Lack of knowledge about the Ideal CPA :
The brand did not have clear visibility into the cost per acquisition (CPA) needed to maintain profitability, which made it difficult to scale campaigns. -
Low Ad Engagement :
Previous campaigns had creatives that didn’t resonate with the target audience, resulting in poor engagement and click-throughs. -
Absence of Structured Sales Funnel :
Campaigns were launched without a clear approach to capturing new customers, nurturing leads, and recovering abandoned carts.
Our Approach
After careful analysis of your business and online store data, we create a completely customized Meta Ads strategy to maximize your return on investment and efficiently increase sales.
1. Defining Clear KPIs
To ensure that the campaigns were sustainable and scalable, we established well-defined KPIs from the beginning:
- Breakeven ROAS : 2.5
- Target CPA : 5€
These indicators guided the continuous optimization of campaigns, ensuring that every euro invested generated real results.
2. Advanced Audience Segmentation
We created detailed profiles of the brand's target audience, focusing on three main segments:
- Loyal Customers : Retargeting campaigns focused on customers who had previously purchased but had not yet made new purchases in the last few months.
- New Potential Customers : We used Lookalike Audiences based on the brand's best customers to efficiently expand the audience.
- Frequent Website Visitors : Personalized ads for users who have visited your online store but have not yet completed a purchase.
3. Sales Funnel Structuring
We built a complete sales funnel with three main phases, maximizing efficiency at each stage of the customer journey:
- Top of Funnel : Prospecting ads focused on expanding brand reach and attracting new users.
- Middle of the Funnel : Retargeting campaigns for users who have interacted with the website, social media or previous ads, but have not yet converted.
- Bottom of the Funnel : Ads with special offers to recover abandoned carts, encouraging final conversion.
4. Highly Personalized Creatives
We launched a series of impactful creative ads , tailored to the target audience:
- Video ads highlighting the versatility and style of women's fashion pieces, appealing to trends and showing how the products adapt to different lifestyles.
- Continuous A/B testing to identify which formats (image, video, carousel) generated the best results and adjust accordingly.
5. Data-Driven Continuous Optimization
We carefully monitored ad performance and adjusted the strategy in real time:
- Budget Adjustments : We increased the budget on the campaigns that were generating the highest return, ensuring that we maximized our investment.
- Conversion Pixel Optimization : We made sure the conversion pixel was tracking all steps correctly, allowing us to adjust ads based on user actions.
Results Achieved
In just 3 months, this women's fashion brand achieved extraordinary results:
- Total Investment : €12,047
- Sales Generated : €175,154
- Average ROAS : 14.54 (i.e. 1454% return)
- CPA (Cost per Acquisition) : €3.67
- Total Number of Sales : 3,282
- Average Ticket per Sale : €53
Performance Indicators
- Increased New Customer Acquisition : We were able to attract 40% more new customers than in the previous three months, through precise targeting and highly personalized ads.
- Significant CPA Reduction : With a CPA of just €3.67 , the brand was able to acquire customers at an extremely low cost, exceeding the initial target CPA of €5.
- Conversion Rate Improvement : Campaign and creative optimizations led to a 28% increase in the website’s conversion rate.
Challenges and Solutions
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Lack of Brand Awareness in the General Public :
As the brand was relatively unknown outside of its niche, it was necessary to invest in awareness campaigns early on to build recognition. We used video ads focused on the brand’s identity, highlighting its modern and affordable women’s fashion, which quickly increased qualified traffic. -
Strong Competition in the Fashion Market :
The brand faced significant competition in the women’s fashion sector. However, through targeted retargeting campaigns and personalized messaging, we were able to capture the attention of our target audience and convert users who had initially explored other options. -
Campaign Scalability :
As the campaigns proved successful, the brand struggled to maintain inventory to keep up with the growing demand. To address this, we adjusted ad spend based on product availability and promoted collections that were in stock.
Key Learnings
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Precise Targeting is Essential :
Defining detailed audiences and using Lookalike Audiences allowed us to quickly scale high-performing, low CPA campaigns. -
Well-Structured Sales Funnel Maximizes Results :
Creating specific campaigns for each stage of the funnel – from prospecting to final conversion – ensured that we were communicating with the right audience, at the right time, maximizing sales opportunities. -
Constant Creative Testing Increases ROAS :
Continuous use of A/B testing to identify the most effective creatives helped dramatically improve return on investment. Optimized campaign messaging and compelling creatives generated significantly higher engagement, leading to a ROAS of 14.54.
Conclusion
With a well-structured digital marketing strategy focused on the sales funnel, we were able to generate €175,154 in sales with an investment of just €12,047 in ads, resulting in a ROAS of 14.54 . The women's fashion brand was able to scale quickly and convert new customers with a CPA of just €3.67 .
How Can We Help Your Brand Grow?
If your brand has not yet reached its sales goals, we can help you:
- Define the right KPIs for your business and products;
- Create an efficient sales funnel and targeted campaigns;
- Optimize your campaigns to maximize returns;
- Increase the flow of new customers without wasting budget;
- Optimize your online store to maximize conversion.
Interested in learning more?
Schedule a free diagnostic session and find out how we can help your brand achieve the same impressive results!
