Starting this journey, we collaborate with a brand that's making waves in the field of men's underwear. Going beyond just innovative products, what makes them stand out is their unwavering commitment to delivering subtle solutions that enhance both comfort and self-assurance. This fusion of creative design, visual appeal, and body-positive features becomes the foundation for crafting impactful marketing strategies. Nevertheless, the true complexity emerges when transforming these qualities into a digital marketing venture that's not only profitable but also scalable.
We initiated our journey with an emerging shapewear undergarment brand in its initial stages.
• The brand's revenue from paid ads was really low because the ads weren't consistently active. They were often rejected due to the seminude content, resulting in the suspension of their ad account and Facebook Page.
• Another hurdle was that the brand was using mostly static ads. This didn’t highlight their special patented technology, so the targeted audience couldn’t see why their product was different from other shapewears in the market.
• We were approved Facebook partners, which made it easy for us to quickly talk to a Facebook representative and get a clearer understanding of the problem so we could fix it fast.
• After we figured out the problem, we started using more video ads to show the product's features. Alongside, we started using 3-D renders, so we didn't have to use seminude images in our ads.
• We found the best-selling products and collections by analyzing the Shopify ABC Product report. Based on those findings, we launched campaigns specifically for those products/collections. This helped us in improving the performance of our ad account.
• Further, we changed our ad methods, trying different audience groups and target locations.
• After succeeding with paid ads, we moved towards Email and SMS for marketing.
IMPACT:
Our ROAS saw a 2x improvement, which had a positive impact on our Cost Per Acquisition (CPA) across email, SMS, and paid media channels, ultimately enhancing our advertising efficiency
• We started experimenting with other collections apart from the best-sellers to see if there was any other low-hanging fruit that we were leaving out on too.
• Moving ahead, we made our campaigns better and focused on specific collections to see what worked best.
• At the same time, we improved who we targeted in our ads by looking at interests, ages, and places that brought in most visitors and sales.
• We also changed how we measured success. Instead of just looking at results from platforms like Facebook or Google, we started using the Marketing Efficiency Ratio (MER).MER looks at all our marketing costs compared to total sales, giving us a complete view of how we're performing.
• This new KPI helped us to make smarter decisions and we were able to scale up and increase the Top-line while maintaining the MER. We started treating Facebook ROAS as the secondary KPI.
IMPACT:
Our new plans worked. Sales went up by 37%, we had 16% more orders, and there was an 8% rise in total sales. These improvements were because of better ad targeting and the use of MER for decisions, all to support the brand's growth.
• CEO's appearance on Shark Tank helped us grow on social media. We used this success in our paid ads.
• Alongside, for the next two quarters, we got ready for Q4. Since the brand had patented tech products, we created landing pages that talked about their features and benefits from the customer's perspective.
• We also worked on quizzes with questions like 'What kind of underwear should they wear?' and 'Which underwear style is most comfortable for their body?', and so on for lead generation that helped us to grow the email list.
• We improved our email marketing with automated email flows for remarketing purpose and to retain the lost sales.
• Also, to manage our high inventory products, we began clearance sale and weekly deals, giving a 25% OFF on them. Using inbound marketing efforts, such as Email & SMS Campaigns, helped us a lot. This way, we successfully got rid of surplus inventory while still making a profit.
• During the pandemic, we noticed a boost in the conversion rate for all the accounts we managed. The ad performance improved across the entire industry. So, we seized the opportunity and scaled up our ads.
IMPACT:
These strategies resulted in a remarkable 60% increase in total sales. The CEO's appearance on Shark Tank fueled organic growth integrated into paid media ads. Q2 and Q3 preparations set the stage for Q4. Email marketing optimizations and innovative sales promotions further enhanced success, even amid the pandemic.
• We refined our email approach with automated flows to remind potential and old customers about our products. Through these automated flows we also did cross-selling and upselling as well we set up emails that alert when prices go down.
• Synced our Email & SMS audience segments with the ad platforms and through this, we did remarketing.
• We also partnered with influencers to create product video content for the brand.
• Using different online platforms we curated UGC content that helped us give our customers a clear picture of our product.
IMPACT:
These strategies drove a 32% revenue increase and an 81% recipient growth. Integrating Email and SMS with Shopify enhanced ad retargeting. Collaborating with influencers and tapping into paid online platforms expanded brand reach.
• During this phase, we started using content marketing to boost the brand's presence organically.
• We swapped all those large images on the product page with compressed lossless images, which helped us reduce the page load time.
• We also paid attention to internal linking, ensuring every page was linked to a product or collection on the website while getting rid of all the broken links.
• We began making more content about the brand and its patented technologies by writing blogs and adding relevant keywords to website pages to keep our rankings high on Google searches.
IMPACT:
Within a mere three months, the brand's digital presence surged by an impressive 30%, reflecting the efficacy of our efforts.
• Continuing our journey, we started using affiliate marketing to increase our daily sales.
• We integrated ShareASale with a dual advantage: it elevated the average order value and, while we couldn't scale the platform significantly, it did help us acquire many new customers at a very low cost.
• Also, this channel began contributing 6%-7% of monthly sales revenue, and we're still exploring ways to scale this up.
• With Shopify Markets Pro, we began selling in other countries with favorable shipping rates and shorter delivery times.
IMPACT: These strategies added 1k to 1.5k in daily sales.
By leveraging affiliate marketing, integrating AfterSell, expanding to new markets with Shopify Markets Pro, and scaling through platforms like Twitter and TikTok Ads, we achieved this significant boost in daily sales.
• We added 3-D rendered videos, before-after images, and customer reviews to the product pages for better understanding.
• We integrated AfterSell, which helped us increase the average order value and efficiently clear the surplus high-inventory items while being profitable.
• We also introduced the Build Your Own Bundle platform on the store, which helped increase the average cart value and added a portion to daily sales.
IMPACT:
Implementing AfterSell and the Build Your Own Bundle platform notably enhanced our sales strategy, contributing approximately 10 to 15% to our daily sales and effectively elevating our Average Order Value (AOV).
Embarking on a journey with the men's shapewear brand, we navigated through the initial challenges of ad troubles and low sales, sparking a need for creative and strategic marketing interventions. The initial phase involved dealing with problematic ads, where the utilization of 3-D images and a focus on top-selling products brought about a 2x improvement in ROAS.
We then examined and experimented with collections and ad targeting, realizing a 37% surge in sales. Leveraging moments like the CEO’s Shark Tank appearance and optimizing strategies during the pandemic resulted in a whopping 60% sales increase. Enhancements in email strategies, influencer collaborations, and SEO fine-tuning brought about a 30% uplift in digital presence and a further boost in revenue.
The subsequent exploration of various sales pathways and smoothing of the customer journey added to daily sales, illuminating a transformation from a brand once obscured in the digital realm, to a thriving venture. This journey highlights the powerful effect of adapting our marketing plans, using data wisely, and taking opportunities to build and grow a brand's online presence, even in a challenging online market.
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