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Case Study · Lifestyle apparel · Retail and ecommerce
Winning new customers in a crowded apparel market
A lifestyle apparel brand was competing for attention in one of the most crowded categories in retail. The mandate was clear: win new customers, run more efficiently and grow ecommerce.
What we were up against
The brand needed more market share, and it had to come from digital. It needed to reach audiences its core channels weren't reaching, speak differently to different kinds of customers, and make sure its products showed up when people were ready to buy.
The key was maximizing the impact and efficiency of every existing channel, not adding more.
How we grew share
Reached new audiences where they browse
We launched content on Pinterest and TikTok to reach shoppers the brand wasn't getting in front of through its existing channels.
Used customer data to tailor the message
Using first-party data, we grouped customers by purchasing activity and tailored paid media messaging to each group, so different shoppers saw different reasons to buy.
Made the products easier to find
We revamped product metadata and optimized search, paid social and Google Shopping, so the catalogue showed up more often and more accurately.
Results
year-over-year organic sales
in organic sales from unique Black Friday visits
return on media spend
average order value
Channels
- YouTube
- Meta
- CTV
- TikTok
Why it worked
Growth came from executing on core fundamentals across every channel at once: building clear strategies and measurement for each goal, reaching new audiences, engaging existing customers based on their buying habits, and making products effortless to find.
In a crowded market, being easy to find is a competitive advantage.
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