Q4 Had BOF at x2 while the budget split was at 50/50 between TOF/BOF

Q1 TOF had 70% of the budget allowing for a higher investment in client acquisition

while experiencing BOF ROA increase from x2 to X8.


4
ROAS

Yael Z.

Mayple Vetted

expert

The Challenge

  1. Post ios challenge in obtaining positive ROA at the BOF to justify increasing costs of new client acquisition on FB.
  2. Due to a relatively high price mark of the catalog identifying value shoppers v. brand loyals and segmenting them with personalized messaging while maintaining historical AOV.

The Process

Analyzed product discovery & behavior by segmenting into age, demo, and regions.

Customizing catalog per persona to obtain full control of how the product is perceived and bought by each audience segment.

Brand loyals i.e older demos have been exposed to sequential storytelling via collection and instant experience ads, while value shippers were exposed to storytelling emphasizing the diversity in products and prices alongside a sale created just for them.

The Solution

Q4 Had BOF at x2 while the budget split was at 50/50 between TOF/BOF

Q1 TOF had 70% of the budget allowing for a higher investment in client acquisition

while experiencing BOF ROA increase from x2 to X8.


Skills Used

Paid Ads,Paid Ads,CRO,Paid Ads,Other,Marketing Strategy,Content Marketing

Industry

Style & Fashion

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