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Overview

Premium Fashion

  • Niche: Premium Fashion
  • Product Range: Rs. 8k to Rs. 90k
  • Problem statement: Not generating any sales online.

Little about brand

Background

When this client first came to us via a recommendation from one of our clients, they just wanted us to run ads and generate sales.

Just like we do with any potential lead that approaches us, we asked a few questions, went through their online presence for a quick audit and immediately realised that there were alot of things missing. Itโ€™s how we performance marketing agencies like to call โ€œNOT performance readyโ€.
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And on our second call itself we said, we wont be running ads for you, nor do we recommend you to run ads at this point, theres a lot of legs missing which need to be worked upon before we kick things off with ads.
Even though they have a great booming offline presence, the same they were never able to convert to their online presence, so clearly there was proof of concept for the products they were trying to sell here.
And with this we quickly understood its not just one or two major things missing but quite a lot to be done. So they began with a consulting gig with us to help them understand the problems and guide them to fix the same.

Problems

Problem Identification:

So before we onboard any of our clients we send over a quick questionnaire of basic questions around the brand followed by a brief onboarding call once we have done a deep dive into their accounts. These usually last about 45 mins to upto 2 hours.
The reason why we invest so much time before we have actually began the work is to understand every little detail about the clients business and understand where major problems lay and what needs to be fixed / worked upon on priority.
But with them it lasted 3 hours, as they were alot of things to uncover, and thats when we realised the actual problem was โ€œauthority in the marketโ€
They had awareness in the market, people knew who they were, they would look them up, come up to their boutiques, but always ended up asking for discounts.
And being a new brand it was very much difficult for them to work up on all the aspect at the same time and thats when we started working on all fronts for them.
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Actions Taken

What we did?

1. Daily Social content
2. Website CRO
3. Test Ads
4. Working on offers
5. Testing creative formats
6. Branding and positioning
7. Influencer Marketing
1. Daily Content posting:
After analysing all the competitors and their TG thoroughly we realised that brand was majorly lacking on social media front, with having posts scattered over few days and only focusing on photoshoots they had done for their collection, while each competitor had a minimum of 3 posts going daily.
The problem here was lack of content to put up as well, so we had to dig in to their creative pool to work on building a content plan to suffice the coming weeks.
We still havent ran proper social media campaigns yet, as there are quite a few things to figure out for the client on the backend but that should come in soon.
We have already seen about 60% jump in engagement and 140% jump in followers when compared to the same time period before we started working on content.
2. Website CRO:
While we were working on content, we also went ahead to test out which was their winning product / collection. With no prior ads testing done for conversion, it was apparent we would need to spend a decent amount of testing budget before we intended to go all in on ads.
But before that, it was imminent to fix glaring website issues.
With a weeks work, and fixing the bare minimum requirements on ads, we started with test ads.
3. Test Ads:
With basic website issues fixed, we started off with test ads to identify best sellers across categories with a 1.5k/day budget. The expectation was to understand on which products were we getting good response.
Within 7 odd days we had first few purchases, and there was proof that the products could sell via ads.
4. Offers:
With no authority in the market, we realised one thing, awareness wasnt the only thing which was going to solve the sales problem, we also needed to come up with offers in order to bolster the claims and get the products moving.
After analysing the first few purchases and from clients feedback received from offline sales, we understood that their primary TG always wanted to leave with the product feeling like a winner.
Offline, they always asked for additional discount, and online 70% of purchasers used the first time purchaser code, highest we have had so far.
What next? We launched a Rakhi specific campaign offer 25% off to the customers.
And within 2 weeks we had generated sales which was equivalent to sales from last 3 months combined.
5. Testing creative formats:
Creatives again was a main part of the testing phase, where here we realised the typical approach we take for fashion brands was no longer applicable
Typically fashion brands dont require massive and fancy edits, but here we saw that ad bring in 4+ ROAS where breakeven was 2.
And promoting the Rakhi sale exclusively bolstered the sales massively.
6. Branding and positioning:
The next step is to work on a strong brand story and positioning in the market to fix the authority problem brand faces today.
With basics fixed we now move on to working on a lot of different aspects to further optimise the results the brand can achieve online.
7. Influencer Marketing:
Any premium brand focusing on scaling their brands presency can not ignore influencer marketing in todays day and age, and is something we have been working on since day 1.
With their new collection just launched, we will now be going big on influencers in the coming months to help bolster the brand image and awareness amongst its primary target audience.
There are still quite a few things we havent touched yet, but will be as we move ahead, and some we cant reveal just yet.

End

End or To be Continued...

There are still quite a few things we havent touched yet, but will be as we move ahead, and some we cant reveal just yet.
Its really a great feeling working with a client with long term vision and willing to give us the freedom to work on their brand as freely as we can here and with most of the digital aspects under our hand, building foundations for a great brand.
Its just the beginning and we are really looking forward to making this not just an Indian, but a worldwide brand in the days to come.
This has been a lengthy lengthy case study, pretty sure the longest we have ever written, but so is the scope of work for the brand to work upon too!
Hope you find this useful!

Results

What we did

The numbers you see above are purely TOF audiences, no MOF and no BOF, once we get them live, we expect the revs to see a bit of jump again.

Reason for not setting these up – less traffic is days prior to us joining in.

Keep experimenting while you scale up so you donโ€™t see such drastic drops in between.

Hope you found these useful!

Written By

Dhairya Gala

Founder & CEO - Expanse Digital

Having worked in Digital Industry for over 5 years and Ecom for 4 years, Dhairya brings in a vast experience of paid & organic marketing and how to combine both to spur growth into D2C brands we work with!

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