How We Grew An Aussie Activewear Label

2021 | Meta (Facebook) Ads – Google Ads 

The Stats

We’re proud to be part of this incredible brand’s transition from spare room to warehouse, from couple-operated to a growing, full-time team and from proud’n’humble following to a hugely known, must-have label within 3 years. 

Prior to these 2021 results? The results were even better. CPA was maintained at under $10 for the duration of every year that we managed the accounts. We’ve omitted these figures because we don’t feel pre-202o results are a true representation of the ads climate. 

Over years within the Google search, display, YouTube and Shipping spheres, we took this small business from a tight fan base and unknown to their competitor and aspirational brands to an iconic cult brand in the Australian fitness industry. 

A ridiculously proud moment for this client’s dedicated team (comprising of 2x Facebook ad strategists, 1x Google ad Specialist and 1x assigned Relationship Manager)? When we realised that those aspirational brands we talked about in the first year, did in fact become *direct* competitors years later! There was a moment where we realised [insert really, really big brand here] was sussing our client! 

The Strategy

The top of funnel strategy is a constantly revolving set of new adsets. Involved and ongoing research informs the targeting options and our system involves heavily amplifying what works and quickly and ruthlessly rejecting what doesn’t (being sure to save them for later because you never know in Facebook land). 

 

Our creative approach to the middle and bottom of funnel is hugely audience-dependent. We used a combination of existing published posts and carefully crafted ads designed in the Ads Manager system to tailor the message and visual elements for every targeting pocket. As one example, audiences that visited a collection page but but not a specific product from that collection are shown carousel ads. 

 

Each carousel slide showcases a product from that collection, such as Collection Name > Sports Bra or Collection Name > Pocket Tight. Each card is dedicated to a slideshow or video rolling through the unique selling points of that product, enticing a click-through, which graduates the audience into the ‘next round’ of ads, which would be targeted according to product views. 

 

Where a very broken up targeting approach ceases to produce results, a mixed targeting approach is put in place, and the timeframes are the variation, where we may target with a more general ad to a more general audience, but the conversion (copy, visual) is based on when they actioned the brand as opposed to how (with obvious exceptions of course such as purchased too recently!).

Our campaign strategy couples with the creative strategy in unique ways which produce unique results. One such strategy is using a published piece of content in multiple campaigns. For example, we used a post in 3x campaigns: 

 

  1. Top of funnel, engagement objective
  2. Middle of funnel, engagement objective 
  3. Top of funnel, conversion objective 

 

This allowed us to; 

 

  1. Seek new audiences with proven content who are likely to engage, funnelling them into the middle of funnel under targeting “engaged with my posts last 7 days” 
  2. Target existing, trusting and engaged audiences (potentially customers) who are likely to vouch for or express interest/love for the brand on the content (or example, tag friends and say “this is who I was talking about” or “this is where I got my tights you loved”, therefore building the social proof on our content 
  3. Seek new audiences who are likely to purchase from Facebook ads to purchase from us or at least begin the consideration phase of buying from us, after seeing popular content with lots of social proof backing their desire to like this brand (because people who like to buy from Facebook ads LIKE to buy from Facebook ads. They want to like you!!) 

 

The point of this strategy is to define new audiences not so much based on what they will DO when they see your ads, but how we may be able to make them FEEL when they see them and either close the sale early or work it over time while building a positive brand affinity with the target market. 

 

(That’s a real, tested and proven strategy listed step by step, by the way. You can have it for free!) 

In addition, we have internal systems which allow us to bank up a constantly growing library of ads for specific targeting groups or stages which – when compared against reports, website analytics, customer surveys and any and all data we can get our hands on – fuels the evolving process of establishing and scaling an account.  

 

Every single adset we launched contained several ads which all hit different notes; emotional, fun, on-trend, USP-oriented, long form, short form, video, slideshow, animated text on graphic, graphic only… you get it. We cover every potential converting format, every time. 

 

Phew! 

 

That’s a bit of an example of how we work and why our outcomes are genuinely, truly, exceedingly high. Of course, the brand plays their part: Quality creative, detailed website copy, website load speeds, a genuine care for the customer and excellent sales and purchase process, quality products… 

 

Like we’re always saying; It’s a partnership. 

We’d love to be your Partner in business.

If you have questions about this case study or would simply like to have a stress-free chat about Partnering with us, drop some info below and we’ll be in touch.