Fast fashion, Paid Social Management amidst Coronavirus market crash.

Objective

• Grow brand & business with an increase of revenue and ROAS.

Challenge

We were approached by Femme Luxe to improve and manage the Paid Social Account. The most prominent challenges were that despite a consistent and steady stream of sales and ROAS, they wanted to improve on this and find opportunities to scale up. The online fast-fashion landscape is saturated with brands, therefore we had to form novel strategies in order to speak to and reach new audiences but also to nurture and engage current customers and followers. 

Whilst addressing these challenges we were then presented with a completely unprecedented situation, in the form of the COVID 19 pandemic. With this new hurdle, we had to address the audience with relevant messaging whilst maintaining a level of sensitivity to the situation.

Strategy

We started by reviewing and auditing social media ad accounts. From here we were able to see the true pain points on the account, from structure to content quality through to campaign performance. 

With this, we were able to plan and commence with reviewing product performance and building out new campaigns accordingly, utilising a wider variety of formats and creative. With the C19 outbreak, we were presented with a new challenge of predicting how purchasing behaviours would change and how to approach this. 

We used a mix of near-real-time data and research, provided by tools such as Google Trends, and our own client’s data to compare daily data informing us of emerging trends and consumer behaviours, therefore enabling us to form new and ahead-of-the-curve campaigns. We spotted early on that there was growing interest in certain product categories, such as loungewear and activewear, and emergence in-home products. We used this insight to advise our client to pivot on the product sets chosen for promotion, and by acting reactively, we were able to align with the evolving trends that were emerging. 

What was apparent was that the account lacked an efficient full-funnel approach, and therefore we were able to build a structure that encompassed this.

Execution

Initially, following on from on-boarding the client, the Facebook and Instagram accounts were reviewed and a clean-up operation was undertaken to restructure and improve nomenclature across campaigns, ad sets and ads. With this new and improved view, we were then able to update campaign formats, leveraging dynamic product ads, as well as other formats, and new content to promote to new and existing audiences. 

Daily management and optimisation were undertaken to ensure the objectives were being met. All activity was communicated on a daily basis with the client, and a comprehensive report was submitted on a weekly basis using in the form of a custom and bespoke report built on Google Data Studio. 

With the revised funnel implemented, we were able to incorporate prospecting, remarketing and cross/up-sell strategies. By maintaining a clear view on which products and campaigns were performing the best, along with the client’s Google Analytics and trend data, we were able to actively optimise each stage, scaling budgets accordingly and injecting new content on a regular basis.

Results

Amidst a market crisis caused by the COVID-19 outbreak, we still managed to improve our client’s results and account performance to an unprecedented level, generating the highest ROAS on Paid Social our client had ever experienced. On a pay day weekend (Thu-Sun) during social distancing period vs the average of pay day weekends in the last 90 days, ROAS increased 182%, Sales 78% & Revenue 62%.

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