Case Study · Apparel · US expansion
Too many agencies, one customer: fixing fragmented channels during a US expansion
An apparel brand established in Canada was pushing into the much more competitive US market. Separate agencies ran separate channels, and the cracks were showing in ad frequency, spend and acquisition costs.
What we were up against
Each channel was managed on its own, so nobody owned the full picture. The same people were seeing ads too often, budgets weren't coordinated, and acquisition costs were climbing. The brand also needed proof that investing in awareness in a new market would pay off.
Every channel was being managed. The program wasn't.
How we brought it together
Captured in-market intent
We worked with the ecommerce and brand teams to build an acquisition campaign aimed at US shoppers who were already looking to buy.
Proved the value of awareness
We developed a proof-of-concept brand campaign to show the bottom-line impact of investing in awareness, giving the business evidence instead of a leap of faith.
Ran the channels as one program
We coordinated Google, Meta and email, and measured revenue and ROAS across all of them instead of channel by channel.
Results
Black Friday and Cyber Monday sales
of the revenue target
brand lift in key markets
Channels
- Meta
Why it worked
Expansion makes whatever is broken more expensive. Bringing the channels under one plan and one view of performance stopped the brand from competing against itself, and the proof-of-concept made the case for awareness spend with real numbers.
One plan. One view of performance. One experience for the customer.
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