Driving Record-Breaking Scale in Paid Social
The Results
+90% new customersyear-over-year
Challenges
Good American came to Power Fashion seeking aggressive year over year growth that could only be achieved through an ambitious and creative approach to paid social strategy, with heavy emphasis on prospecting new customers to increase the brand’s footprint.
After developing a high-performing approach, Good American performance was hit hard by the iOS updates that shook every corner of the industry. The Power Fashion team reconsidered strategy from the ground up to make optimizations that restored performance not just to pre-iOS results, but even stronger.
Solutions
With a hyper-focus on new customer acquisition, in 2021 the Power Fashion team increased spend on Cold Prospecting audiences exponentially from 2020 while also hitting all efficiency goals to boost year over year revenue beyond every expectation.
To re-calibrate post iOS14, the Power Fashion team began tracking performance relative to overall revenue and other business indicators in order to understand results beyond in-platform data; evaluated performance over a longer window of time to lean into more predictive than reactive optimizations; vigorously tested new audiences to reduce reliance on pixel data; deployed new and more frequent creatives to find new wins; and introduced additional account consolidation to focus budgets and provide more signal to platform algorithms.
Results
Power Fashion’s work resulted in dominant revenue and new customer growth year over year, scaling spend exponentially while also increasing return on ad spend and driving unprecedented Black Friday/Cyber Monday weekend results that far exceeded goals.
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