How Fashion Brand EMVY Achieved 170% Revenue Growth with Paid Social.
170%
YOY Online Revenue Growth
112.5%
Organic Traffic Growth
EMVY Official is a Singapore-based fashion brand that creates contemporary, effortlessly chic clothing that allows women to express themselves and accentuate their unique silhouettes.
Before partnering with GRYT Marketing, they were struggling to increase sales and had hit a ceiling in their revenue.
Through optimizing and scaling of their digital ads, we helped them achieve:
- 170% YOY online revenue growth
- 112.5% YOY organic traffic growth
- Smashed their all-time retail sales record
- Broke their highest ever weekend sales record
Read more about the exact strategy below.
Narrowing Down & Identify the Heroes
The first step is to narrow down and identify the hero products.
A typical online store may have anywhere from 10 to over 100 different products – each with differing sales performance, it is impractical to focus on selling all products. Instead, the better strategy is to focus on the hero products for quick wins.
From the data, we identified EMVY’s top-performing products and ads, and focused our efforts on those. The rationale is that these winners had a proven track record of success, and are likely to continue doing well. This is probably the single biggest “optimization” that we’ve made.
We reduced the promoted products from a wide range to just two – Rita and Ario Padded Tops.
Along with these products are the ads that previously ran for them – the hero ads.
Testing & Experimenting
In the next step, we embarked on a testing phase to further improve the marketing efficiency. The hero products acted as a benchmark which we were to test against.
Some of tests that we ran:
Products: We tested different products/product lines and compared their performance against the bestsellers.
Placements: Initially, EMVY was almost exclusively advertising on Stories, Reels, and Google Ads. We tested out other placements and narrowed down the best performing one to Instagram Feeds.
Customer Segments: Even within the female segment, there were varied sub segments which is attracted to different products, offer, and price points.
Creatives & Copy: As a fashion brand, creatives played a crucial role in your marketing. We focused on major aspects, such as visuals and copy, understanding that small adjustments in these areas can yield significant results.
Blitztargeting
To generate sales rapidly, we deployed a proprietary tactic called Blitztargeting. Derived from Blitzkrieg – a strategy often used by the Germans in WW2.
Blitztargeting is essentially a highly focused and aggressive advertising retargeting campaign. The ad campaign is structured in a multi-layer, multi-objective way to ensure your audience is overloaded with your brand & brand message. This keeps your brand top-of-mind and ensures that your key message is absorbed.
This tactic is highly effective in generating a short-term surge in sales, but should be used sparingly as it can rapidly fatigue your audience. When combined with a holistic marketing strategy, Blitztargeting can do wonders for your top line revenue growth.
Scaling
Once we were satisfied with the EMVY’s unit economics, we boldly scaled up the campaign.
It is often a common mistake for businesses to shy away from scaling their campaigns – they often think that optimizing their campaign is enough.
We recognize it as a missed opportunity not to scale an optimized campaign. By scaling, we magnify its efficiency, thereby driving tremendous top-line growth. In fact, EMVY nearly tripled their ad spend during this phase.
In general, as long as your unit economics is positive, you should keep scaling.
Outcome
In the end, EMVY boosted their revenue by 170% YOY and hit an all time high in their retail sales. Despite zero investment into SEO, they managed to increase their organic traffic by 112.5% YOY, mainly due to customers searching for their brand.
Takeaways
Focus on your bestsellers and winning ads: These are the products and ads that are already performing well. By focusing your efforts on these areas, you can get the most out of your marketing budget.
Don’t be afraid to experiment: The more you test, the more you’ll learn about what works and what doesn’t. Test different products, placements, and creatives to find which works best.
Blitztargeting + Holistic Marketing = Win: Blitztargeting is an effective short term tactic, and can complement and enhance a more holistic marketing strategy.
Dare to scale your campaigns: Optimization efforts alone are limited in their impact. To achieve substantial growth, it is crucial to invest in scaling your campaigns. A general rule of thumb is to keep scaling as long as your unit economics is positive.
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