Client F, a baby clothing brand, faced significant challenges with their marketing strategy. They inherited a marketing plan from their USA head office, which didn’t translate well to the New Zealand and Australian markets. With a need to boost sales and sell existing stock, Client F was also waiting for SEO to gain traction with their new website. They were competing against other brands selling similar products online, and with their more expensive product range, they required highly targeted advertising to effectively reach potential customers.
Challenges:
- Inherited Marketing Plan: The marketing strategy from the USA was not effective in the New Zealand and Australian markets.
- Stock Movement: Immediate need to drive sales and clear existing stock.
- Competitive Landscape: Competing against other brands selling similar products.
- Targeted Advertising: Needed precise targeting due to the higher price point of their products.
- SEO Delay: Waiting for SEO to impact traffic and sales.
Initial Situation:
Results:
Year 1:
- Total Spend: $18,400
- Purchases Value: $76,800
- ROAS: 4.18
- Cost Per Conversion: $41.08
- *we did a lot of learning, and things improved with each month.
Year 2:
- Total Spend: $38,800
- Purchases Value: $656,000
- ROAS: 16.93
- Cost Per Conversion: $9.30
Improvements and Strategy:
- Creative and Copy Development: We moved away from the USA lead approach and began using our own creative and copy tailored to the local market.
- Audience Targeting: Leveraged data and insights to refine audience targeting, focusing on high-performing segments.
- Content Strategy: Invested in creating compelling content to attract, educate, and convert potential customers.
- Customer Journey Focus: Emphasized understanding and nurturing the customer journey from initial engagement to purchase.
Results Summary:
- Increased Spend: Increased advertising spend by 2.1x.
- Increased Sales: Achieved an 8.7x increase in purchases value.
- Reduced Cost Per Conversion: Reduced cost per purchase by 77%, from $41.08 to $9.30.
By addressing the challenges with a targeted strategy and leveraging local insights, we significantly improved Client F’s advertising performance, driving substantial growth and efficiency in their campaigns.
