In the wake of the pandemic, the client had struggled to regain its pre-COVID revenue levels despite collaborating with multiple agencies. Our mission was clear—achieve a 50% increase in revenue while maintaining a consistent year-on-year Return on Ad Spend.
This challenge was particularly pressing as it coincided with the pivotal Christmas and Black Friday/Cyber Monday (BFCM) seasons, where maximising revenue and efficiency is crucial. We were confident that with the right strategy, creative, and targeting, we could deliver significant improvements. Our strategy was twofold: a comprehensive account restructure and a sharp focus on product prioritisation. We rebuilt Pink Boutique’s account from the ground up, leveraging audience profiles derived from high-intent customers of key competitors and refining product feeds to optimise visibility for trending items. Simultaneously, we introduced a rigorous creative testing framework for paid social campaigns, ensuring that only the most effective ads received substantial investment.
The results were transformative. Pink Boutique not only achieved record-breaking revenue but also set new sales benchmarks during the campaign period. Paid search revenue soared by 145% year-on-year, while paid social revenue grew by an impressive 97.5%. These achievements helped to revitalise Pink Boutique’s business, establishing a strong foundation for continued growth and success
Pink Boutique, a women’s fashion retailer, approached us with the challenge of reviving their site revenue through paid search and social channels. After the pandemic, they struggled to return to pre-COVID revenue levels despite working with multiple agencies. Our goal was to deliver a 50% increase in revenue over a six-month period, all while maintaining their year-on-year Return on Ad Spend (ROAS).
This objective was particularly challenging due to the post-pandemic market and the fast-approaching Black Friday, Cyber Monday (BFCM), and Christmas trading periods, where revenue growth and efficiency are crucial. Achieving this growth while maintaining profitability would require finding new audiences, improving targeting efficiency, and enhancing the creative strategy—all within a flexible budget across paid search and social channels.
The results were transformative. Pink Boutique not only achieved but exceeded its original targets, delivering record-breaking revenue during the campaign period.
Revenue from paid search increased by 145% year-on-year, with a 116% rise in conversions from just a 56% increase in spend. The Return on Ad Spend (ROAS) target was exceeded for six consecutive months, culminating in December 2023, which saw the highest-ever revenue for the retailer. Even during the typically slower post-holiday season, April 2024 recorded the second-highest sales month in the company’s history.
On the social media front, the campaigns resulted in a 97.5% increase in revenue with only an 18% increase in spend. Transactions increased by 90%, and ROAS improved by 66.76%, averaging an impressive 8.9. Our creative testing strategy played a significant role in this success, with video content driving a 73% increase in conversion rates and leading to a threefold improvement in overall ad performance.
In a highly competitive fast fashion industry, our human-led approach, combined with manual processes like product prioritisation and rigorous creative testing, allowed us to outperform algorithmic strategies. The deep collaboration between our teams and Pink Boutique, along with our commitment to creative and strategic excellence, laid the foundation for continued growth and long-term success.
