Explore how our strategic approach catalyzed profitable, sustainable growth for ViX Paula Hermanny. By conducting a deep analysis of primary audience cohorts, sharpening acquisition and retention offers, and implementing a sophisticated marketing mix, we enabled ViX to capture and retain higher-value customers while decreasing both discounts & advertising costs. The result? A transformative impact on top-line revenue.
Case Study
Refined Growth Strategy Increases Marketing Efficiency While Driving Top-Line Growth
22%
YoY Increase in Gross eComm Revenue
25%
YoY Increase in New Customers
Refined Growth Strategy Increases Marketing Efficiency While Driving Top-Line Growth
In an era of evolving consumer preferences and competitive market dynamics, ViX Paula Hermanny enlisted Power Digital to overhaul its growth strategy and increase market share. This comprehensive transformation involved refining measurement and channel evaluation philosophies, increasing investment in the most incremental channels, and optimizing customer acquisition and retention tactics, all while fostering brand loyalty and reducing reliance on discounts. Through these strategic initiatives, ViX not only achieved consistent profitable growth but also established increased recognition as a luxury swimwear landmark.
- 22% YoY Increase in Gross eComm Revenue
- 25% YoY Increase in New Customers
- Services: Meta | Pinterest | Google Ads | Bing Ads | SEO | Content | Data Intelligence.
Incrementality Testing Illuminates Core Contributors
To achieve sustainable growth of high-value customers, the Power Digital team deployed incrementality testing and robust measurement practices to ensure that each channel contributed effectively to the overall marketing strategy. Following this analysis, Power reallocated budgets and established clear performance metrics centered around Marketing Efficiency Ration (MER) and Advertising Cost of Sale (ACOS).
This data-driven approach enabled us to optimize resource allocation and measure campaign effectiveness with extreme precision. By deploying this framework we not only enhanced visibility into performance but also allowed for strategic adjustments that maximized ROI.
Strategic Focus on Customer Value
A key to solidifying ViX’s status as a luxury landmark was minimizing promotions while deploying strategic acquisition incentives.
By increasing the first time conversion rate among audiences mirroring our highest-value loyalist cohort, we positioned ViX to strengthen brand equity and long-term profitability. Our transformational organic search strategy opened this avenue for growth by playing a pivotal role in driving more efficient customer acquisition.
Recognizing the importance of cultivating a loyal customer base, we simultaneously implemented retention strategies to combat discounting practices. Complementing this effort, we launched a dedicated re-engagement campaign featuring best sellers, low stock, and the top performing ad mix on META each of which worked to drive urgency and align with customer demand.