Hope Fashion
Case Study - Fashion
The Client
Hope Fashion is a small, independent online retailer. They spotted a gap in the market by producing elegant, relaxed clothes for women aged 50 and above.
The Brief
Like many other businesses, Hope Fashion’s sales from social media advertising had been decimated by Apple’s 2021 privacy update.
They could no longer accurately target their audience — a major blow, given their client base. And, without the ability to track responses to specific ad campaigns, they struggled to generate sales from social media.
Nayna McIntosh, Hope Fashion’s founder and CEO, came to us for help.
“We brought RMK Marketing in to improve the performance of our paid Facebook and Instagram ads — specifically the cost per purchase following Apple’s iOS-related updates.”
The Process
After a social media assessment of their ad campaigns, we came up with a split strategy — lead generation, prospecting and retargeting.
We started with a lead generation campaign to boost newsletter subscriber numbers. This brought people to the top of the sales funnel.
Maintaining GDPR compliance, we then plugged this data into social media ads and built lookalike audiences. After that, it was time for the prospecting campaign.
Hope Fashion had already built a loyal fan base of customers, including influencers — so we used their photoshoots and, in particular, videos to create a series of social media ads.
As new customers started to respond to the ad campaigns, we then used this data to re-target a fresh audience.
It’s important to be in regular contact with clients, particularly with paid ads, so we had weekly meetings to make sure everything was on track.
As time went on, and with each ad campaign, we could target more accurately as we subtly moved people down the sales funnel towards conversion.
In numbers…
%
Increase in ROAS
Reduced CPA, £12 below target
New prospects through lead generation
Rob is really collaborative. He regularly updated us on performance and always suggested new ideas to improve performance further.
Nayna McIntosh
Hope Fashion – Founder & CEO
The Result
Within a short time, Hope Fashion got results. More than 320 new prospects came in through lead generation, their cost per ad reduced and their ROAS massively increased.
“We saw a huge improvement really quickly. Within 3 months, the CPA decreased by 25% and ROAS increased by 87%.”
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