A well-known US fashion brand was looking for a partner to further extend their market share in the US in a highly competitive context, with all brands going online at the beginning of the COVID-19 pandemic. They were already running Facebook/Instagram Ads and Google Ads at scale and had healthy, well-structured accounts that were managed by an agency, but they needed someone who would be able to take them to the next level.

My role was to take over the Facebook Ads account with a monthly advertising budget of $1M.

I started by doing an extensive audit of the account to analyze all the data, find areas of improvement, and come up with a plan based on my findings. Upon presentation and approval of the plan, I implemented the changes gradually, balancing maintenance of ongoing campaign performance with exploration of new opportunities.

A few changes I implemented:

• Added loyalty campaigns to retarget current customers for upsells and cross-sells.
• Added segmentation campaigns optimizing for conversion events that were upper in the conversion funnel (view content, add to cart, initiate checkout).
• Added lookalike audiences using different types of seed audiences and data sources (Klaviyo).
• Further segmented the retargeting campaigns by product category and position in the conversion funnel.