Category:
Fractional CMO
Client:
Swoveralls
Swoveralls is a digitally native lifestyle brand focused on creating the world's comfiest apparel products using sustainable resources and ethical manufacturing methods. Their hero and namesake product, Swoveralls, are the combination of sweatpants and overalls into one comfy and glorious masterpiece..
(OUR APPROACAH)
After digging into the analytics, we uncovered some uncomfortable truths:
Meta and TikTok click thru suggest existing audiences don't necessarily care about Swoveralls and/or the creative.
Those that do engage with ads are bouncing after reaching homepage, and not converting.
Farther down the funnel, those that do add to cart or reach checkout abandon their sale at the highest rate the brand has ever seen.
(PROJECT VISION)
Once we identified the problems, we developed hypotheses we could test and measure
Instead of churning through interest audiences, what if we implement new audiences and build re-engagement audiences based on values/traits of our best customers?
Instead of producing completely new creatives for each ad set, what if we edit existing creatives we know were big winners, but rigorously test via slightly different intros/hooks, texts overlays, and durations?
Instead of relying on our bread and butter traffic sources, what if we explore blue ocean channels, like YouTube Shorts?
Instead of losing thousands of dollars in our checkout process, what if we create focused and specific landing pages with a great offer and easier conversion paths?
(CHALLENGES)
Although the brand is coming off its biggest year yet, the brand's month over month revenue and growth has been stagnant this year. Google PPC ads have been the primary driver of new sales, followed by Klaviyo. All other channels have seen a breakeven ROAS or lower. Sales were flat with a blended ROAS below 2.0. Furthermore, customers were reaching checkout at an all time high, but weren't converting.
(PROBLEMS)
Our list of action items were long, but we had a potential roadmap of success that we acted on:
Built up new audiences based on a 90 day engagement window
Completely revamped the checkout experience and flow
Used data tools to understand weak spots on the website and implement changes to improve checkout rates
Designed a promotional content calendar to highlight relevant offers and deals each month
Increase email and SMS cadence to improve customer lifetime value
(RESULTS)
In a single quarter, we were able to have some pretty incredible results for Swoveralls. We increased paid ROAS over 300%, without significantly increasing spend. Simply by utilizing smart targeting strategies, improved creative, and copy, our ads converted at a much higher rate. Additionally, our email and SMS strategy gave us a staggering 900% increase in revenue. This ultimately led to a 400% increase in monthly revenue compared to the previous year, which means more profits for the brand as a whole.
