Increasing revenue & ROAS by 50% & 30% respectively

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CHALLENGE

Increase Q3 revenue and ROAS through Black Friday and Holiday Season. 80+ products in 3 categories. Audit showed retargeting ineffective, high ad frequency, and untested products/creatives.

SOLUTION

In Month 1 (October), we structured campaigns by categories and tested multiple creatives for each product, but catalogue ads and frequency exclusions did not work. BTS videos and new collection creatives performed well, and we began preparing for Black Friday.

In Month 2 (November), we successfully tested ads in Australia, increased budgets, fully prepared for Black Friday, and set up automatic rules to adjust budgets based on performance. BTS and Black Friday creatives did well, and we easily scaled with three new products launched weekly.

Month 3 (December) saw us expanding to other countries and testing scaling on winning products, featuring a product on an HBO show, and removing Black Friday offers from winning videos. We expanded to the Netherlands, France, Germany, and the UK, and achieved the highest monthly revenue of the year.

Results

October had a spend of $16,405, revenue of $47,497, and a ROAS of 2.90.

November saw a spend of $27,547, revenue of $87,314, and a ROAS of 5.04.

December's spend was $31,249, revenue was $143,877, and ROAS was 4.60.

Success factors included the client's patience and belief in the process, testing and optimisation of creatives, leveraging Black Friday and international expansion, finding and scaling up on winning products, adapting to seasonal changes in consumer behavior, and utilizing automatic budget rules for efficient scaling.