Our client offers adaptive clothing for disabled & seniors and has been in business since 1930. They are an industry leader looking to see faster YOY revenue growth and capture more market share using paid media in a multi-channel growth system.
Prior to our engagement, they focused solely on search marketing and they were struggling to increase their return on investment and scale their user acquisition efforts.
The Growth Challengesfor an Apparel eCommerce Brand
Risk Adverse for New Channels
Their previous team focused on inbound marketing with branded search, but ignored paid social completely - they were much more risk adverse and didn't test new channels.
Wrong Assumptions for Paid Social Channels
Because our client was targeting a senior audience, they made assumptions that were not 100% accurate in terms of new user acquisition. One of those assumptions was thinking paid social wouldn't work for senior audiences.
Struggled to Increase Category Awareness
Our client's specific business category needed a boost on recognition to educate users about their niche senior adaptive clothing. It was a product solution that could connect strongly with their audience with the right message.
Our Growth Approach
Launch a Multi-Channel Growth System including Facebook Ads:
We launched Facebook ads to diversify their growth channels, using a combination of dynamic ads, UGC video and promos resulting in a 671% increase in purchases.
Leverage Broader Audiences across the US and Canada to lower CPMs:
By adjusting their audiences to target more broadly we were able to reduce their CPMs. Also, since their audience were seniors and not the costly 20-40 women demographic our targeting strategy was ideal to reduce costs faster.
Focus on Sustainable Scale in Revenue to Gain Trust:
At first, we scaled slowly and focused on proving to our client that paid social was a profitable opportunity for their brand, and once trust was gained we were able to scale more aggressively.
We launched on Q4 2021 and added Facebook to their marketing mix. We optimized the campaigns strategically to ensure we would turn the channel profitable before scaling.
Scaled Campaigns and Optimize for ROAS
By Q2 2022, we gained trust on the channel for the brand and started scaling our campaigns to boost profits while maintaining a +3x ROAS.
Expanded Paid Social with TikTok Ads
On Q3, we continued to expand our multi-channel strategy and started testing TikTok Ads to boost the user acquisition efforts and hit the revenue goals.
How we scaled Facebook campaigns and maintained our ROAS
We launched with a balanced combination of dynamic ads, UGC videos, and targeted promotions with a clear goal of increasing revenue by targeting cold audiences. Our secret was to do consistent and strategic testing in creatives, audiences, and angles. We kept track of every single experiment in our Experiment Tracker and gave the client full visibility of the importance and impact of each test. The insights generated helped us optimize the strategy along the way and ensure we would hit the brand's revenue and MER goals.
The combination of our tactics helped the brand scale their overall conversion rate over the previous period.
62% Increase in Revenue
The boost in overall revenue over the previous period was our main goal and the north in our optimization strategy.
108% in Facebook ROAS
Scaling facebook campaigns and making it one of the primary revenue channels was the key to ensure a sustainable growth for this brand.
TOP STRATEGY FOR DTC eCOMMERCE BRANDS
Multi-Channel Growth System
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
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