Sales boost in record time after cross-channel takeover: increase in ⌀ daily sales by up to 700%

ROAS after 14 days

% increase in CTR

% reduction in ad spend

About the fire

Statement Clothing is a fashion brand that specializes in high-quality basics at affordable prices. The premium basics made from high-quality cotton impress with their excellent price-performance ratio, which clearly sets the portfolio apart from design-oriented brands.

Challenge

The existing structure that we took over was at the limits of an in-house setup in terms of capacity and quality. Classic mistakes, too little optimization and iteration as well as a lack of know-how in the areas of creative design and asset creation brought a lot of potential for the first few weeks. In addition, attempts were made for months to establish Google Ads as a relevant sales channel, but despite additional budget, the sales plateau could not be broken.

Goals

Within a few weeks, we wanted to tackle the low-hanging fruit and ramp up the top line with increasing company profits in order to secure both new customer growth and the company's cash flow agility. The aim was therefore to optimize the advertising campaigns in such a way that the account would achieve a profitable ROAS and significantly improve the CUR (cost-turnover ratio).

In addition, Google Ads should be used alongside Meta as an essential sales channel and raise the account to a usable flight altitude.

Solution

Thanks to a completely customized setup, especially in the SEA and meta areas, we were able to adapt and improve the two channels individually and also coordinate our strategies for the first time. As a result, the customer journey was quickly optimized, which had a drastically positive effect on profitability. As soon as profitability was secured, we were able to gradually and profitably scale the expenditure.

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Solution for the meta campaigns:

Structured campaign set-up: We have fundamentally simplified the campaigns on Meta by bringing together similar target groups and interests to achieve better targeting accuracy and less budget waste.

Creative refresh: The existing advertising materials were replaced with new, appealing visuals and relevant texts. The headlines, such as "High quality streetwear" and "Best basics, best prices", were tailored to the brand's USPs in order to increase relevance for the target group. In addition, significantly more creative was launched in the ad groups than before and various tests were carried out at regular intervals.

Relevant target group approach: Through the use of Advantage + campaigns and a restructuring in retargeting, a much more relevant and willing-to-buy target group was found.

Budget shifting: We reallocated the budget to the best-performing campaigns and ad groups and identified the best-performing ads and target groups.

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Solution for Google campaigns:

Analysis: By taking a look behind the Performance Max campaigns, profitable Google channels were identified and efficient budget planning was carried out.

Product data feed: Revision of the product data feed for the clothing sector to generate more relevants for Google Shopping.

Segmentation: Subdivision of products according to historical profitability in order to use budget efficiently within the campaigns.

First party data: Enrichment of bidding with the help of 1P data in order to reach a suitable target group.

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Results

Within a very short time, Statement Clo's online sales took on completely different dimensions and we were able to significantly professionalize all marketing activities, resulting in an average 400% jump in sales on a weekly basis. The Meta ROAS rose to 9.22 in the first two weeks, has since stabilized between 6 and 7 and serves as a profitable new customer channel.

Overall, we were able to increase profitability at Statement Clothing and use the advertising budget more efficiently, which led to a sustainable improvement in campaign performance.