Leader of the fashion branch – double sales increase. How we did it?
Leader in the clothing industry specialize in the sale of men’s and women’s clothing as well as unique and original accessories. There are already more than 8,000 products in his store. He offers his clients fashionable clothing with unique style.
From casual through streetwear and sportswear styles to classic elegance. The brand has been very popular among customers not only in Poland, but also in many other European countries like Czech Republic, Slovakia, Romania, Hungary, Bulgaria, Lithuania, Ukraine, Germany, Sweden, Croatia.
Results
Challenge
To maximize sales while maintaining ERS at ~ 15%. To increase the share of sales from the Facebook channel
Solution
Clients Goal
Maximize sales while maintaining.
ERS at the level of ~ 15%
Historically, the FB campaigns have not kept the ERS so low.
Idea
The use of analytical tools, e.g. Facebook Attribution, in order to demonstrate, which current campaigns are generating more sales.
Simplify the structure of the advertising account
Reaching completely new users from the target group that has not been used so far.
Result
Sales increase by 158% y/y
Maintaining the ERS at 15%
Optimization
I
Using the attribution models
available in Facebook Attribution,
we selected campaigns that bring the biggest return on investment and drive sales.
II
We changed the goals of the campaign and targeting so that
we can reach new audiences that did not participate in the broadcast of the campaign so far.
III
We have consolidated the ad sets and simplified the account structure, leaving only the campaigns that generate more sales while maintaining the ERS.
We gave up campaigns, which were using graphics for the sake of the campaign with the product catalog.
Results
Sales increase by 158% y/y.
Maintaining the ERS at the level of ~ 15% while scaling the budget,
Scaling up sales in other European markets.
