{"id":2114,"date":"2024-04-01T17:06:20","date_gmt":"2024-04-01T14:06:20","guid":{"rendered":"https:\/\/all4u.agency\/?post_type=portfolio&#038;p=2114"},"modified":"2024-04-25T09:49:23","modified_gmt":"2024-04-25T06:49:23","slug":"promoting-a-mono-branded-online-apparel-store","status":"publish","type":"portfolio","link":"https:\/\/all4u.agency\/ua\/cases\/promoting-a-mono-branded-online-apparel-store\/","title":{"rendered":"Promoting a mono-branded online apparel store"},"content":{"rendered":"<p><strong>Product to be promoted:<\/strong><br \/>\nSemi-luxury clothing brand with its own production (women&#8217;s and men&#8217;s collections)<\/p>\n<p><strong>\u041e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u043f\u0440\u043e\u0435\u043a\u0442\u0443:<\/strong><br \/>\nAt the time of cooperation, the brand had a relatively small product line &#8211; 5 categories of clothing with 1-2-3 models in each category.<br \/>\nThe brand is positioned in the mid-price segment (150-300 Euros per item). The brand positions itself as a fashion store.<\/p>\n<p>The products are aimed at a not very broad audience, according to the brand owners.<br \/>\nMostly, it should be representatives of creativity, creatives and IT professionals. Also consumers of luxury brands.<br \/>\nThe target age was defined as 18-44 years old.<\/p>\n<p>Thus, the task of the project was the formulation and testing of hypotheses of effective promotion under the above conditions.<br \/>\nThe priority was not to achieve a certain number of sales, but to achieve a ROAS of at least 200%.<\/p>\n<p>The main hypothesis was to promote the brand rather than specific products.<br \/>\nThis was especially true for new users who were encountering the brand for the first time.<br \/>\nIn addition, advertising activities should only be conducted on social media (at least during hypothesis testing).<\/p>\n<p>Three target segments were identified:<\/p>\n<ol>\n<li>Strivers, Trendsetters &#8211; age 18-25<\/li>\n<li>HENRY (&#8220;High Earner, Not Rich Yet&#8221;) &#8211; ages 26-34 and 35-44<\/li>\n<li>Millennials &#8211; ages 26-34 and 35-44<\/li>\n<\/ol>\n<p>Within each segment, we created 4 to 6 bundles of interest, behavior, and offer settings.<br \/>\nThe locations for the activities were chosen as follows:<\/p>\n<ul>\n<li>San Francisco;<\/li>\n<li>Tokyo;<\/li>\n<li>London.<\/li>\n<\/ul>\n<p>Additionally, a product catalog was created and customized on Facebook.<br \/>\nIt was to be used for dynamic retargeting campaigns.<br \/>\nThere were also retargeting (remarketing) campaigns without reference to the viewed products (general images, product and category carousels).<\/p>\n<p>The project performance was measured with the help of customized e-commerce in Google Analytics.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/all4u.agency\/wp-content\/uploads\/2024\/04\/monobrand-segmentation_1.jpg\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-2116 size-full\" src=\"https:\/\/all4u.agency\/wp-content\/uploads\/2024\/04\/monobrand-segmentation_1.jpg\" alt=\"\" width=\"766\" height=\"288\" srcset=\"https:\/\/all4u.agency\/wp-content\/uploads\/2024\/04\/monobrand-segmentation_1.jpg 766w, https:\/\/all4u.agency\/wp-content\/uploads\/2024\/04\/monobrand-segmentation_1-300x113.jpg 300w\" sizes=\"(max-width: 766px) 100vw, 766px\" \/><\/a><\/p>\n<p><strong>\u0420\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0438 \u043f\u0440\u043e\u0435\u043a\u0442\u0443:<\/strong><br \/>\nThe main difficulty of the project in obtaining negative results was to determine the reason: either the audience (settings) were incorrectly selected or the offer was irrelevant.<br \/>\nThus, the segment of the youngest audience showed unsatisfactory results, and at all selected locations.<br \/>\nNot a single sale with an average CTR of 0.5%.<br \/>\nSince changes to campaign settings and the selection of offers did not improve the result, it was decided to abandon the 18-25-year-old audience in the future.<\/p>\n<p>Geo San Francisco campaigns also showed unacceptable results.<br \/>\nThere were sales there, but they were unprofitable. The average CTR did not exceed 0.7%, so testing in this location was also curtailed.<\/p>\n<p>But London and Tokyo worked well.<br \/>\nThe maximum CTR in first-touch campaigns here reached 7.8%, but such traffic was converted into sales in different ways.<br \/>\nFor example, the segment related to fashion, accessories, and shopping generated no sales at all.<br \/>\nBut the &#8220;creative&#8221; settings (music, festivals, art, events) showed a CR (conversion rate) of 5-10%, which was the best result.<\/p>\n<p>Remarketing also worked with varying effectiveness.<br \/>\n&#8220;Abandoned carts had an average CR (conversion rate) of 12%.<br \/>\nThese campaigns were then divided by location.<br \/>\nLater, London turned out to be unprofitable, but Tokyo raised the CR to almost 30%.<\/p>\n<p>In total, we failed to achieve the KPI (ROAS of at least 200%).<br \/>\nThis indicator was at the level of 107%. So the whole campaign was at least not unprofitable.<\/p>\n<p>But even after the end of the testing, certain settings were left in operation, where they continued to show good results.<\/p>\n<p>In addition, the test results gave the brand owners information to reboot their collections to further reach more customer segments.<\/p>","protected":false},"excerpt":{"rendered":"<p>Product to be promoted: Semi-luxury clothing brand with its own production (women&#8217;s and men&#8217;s collections) Project features: At the time of cooperation, the brand had a relatively small product line &#8211; 5 categories of clothing with 1-2-3 models in each category. The brand is positioned in the mid-price segment (150-300 Euros per item). The brand [&hellip;]<\/p>","protected":false},"author":1,"featured_media":2115,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_eb_attr":"","_uag_custom_page_level_css":"","_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"portfolio_category":[33],"portfolio_tag":[44],"class_list":["post-2114","portfolio","type-portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-ppc","portfolio_tag-e-comm"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Promoting a mono-branded online apparel store - Internet marketing team for Your Business<\/title>\n<meta name=\"description\" content=\"Semi-luxury clothing brand with its own production (women&#039;s and men&#039;s collections)\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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Lysenko","author_link":"https:\/\/all4u.agency\/ua\/blog\/author\/rulevoy\/"},"uagb_comment_info":0,"uagb_excerpt":"Product to be promoted: Semi-luxury clothing brand with its own production (women&#8217;s and men&#8217;s collections) Project features: At the time of cooperation, the brand had a relatively small product line &#8211; 5 categories of clothing with 1-2-3 models in each category. The brand is positioned in the mid-price segment (150-300 Euros per item). The brand&hellip;","_links":{"self":[{"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/portfolio\/2114","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/comments?post=2114"}],"version-history":[{"count":1,"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/portfolio\/2114\/revisions"}],"predecessor-version":[{"id":2167,"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/portfolio\/2114\/revisions\/2167"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/media\/2115"}],"wp:attachment":[{"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/media?parent=2114"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/portfolio_category?post=2114"},{"taxonomy":"portfolio_tag","embeddable":true,"href":"https:\/\/all4u.agency\/ua\/wp-json\/wp\/v2\/portfolio_tag?post=2114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}