Men’s Jewelry Brand Scales from Stagnation to Success: A Growth Story
March 30, 2024
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This article details the impressive turnaround of a men’s jewelry brand, going from near closure to exceeding revenue goals within ten months. It serves as a blueprint for DTC (direct-to-consumer) eCommerce founders facing similar challenges.
The Challenge:
- The brand was stuck at a stagnant revenue of ₹5.5 lakhs per month.
- The existing marketing agency/team lacked a systematic approach to drive consistent growth.
- Paid advertising wasn’t scaling effectively.
The Intervention:
A new marketing team took over and implemented a three-phase strategy:
Phase 1: Research & Planning
- Conducted in-depth research to understand the brand identity, customer preferences, and competitor landscape.
- Analyzed customer reviews, competitor reviews, and social media comments to glean valuable insights.
Phase 2: Execution Stage (Testing, Optimization & ROAS Improvement)
- Offer Optimization: Created an evergreen offer (free gift on orders above ₹1200) to increase average order value (AOV) without resorting to heavy discounts.
- Funnel & CRO Optimization: Improved website speed, checkout process, and user experience to enhance conversions.
- Creative Building: Focused on video and GIF ads showcasing best-selling products and leveraging successful competitor strategies.
Phase 3: Scaling Beyond the Figures Besides Stability
- Refined Ad Account Structure: Implemented a multi-campaign structure with ABO (account budget optimization), ASC+ (automatic setting campaign), cost cap campaigns, and remarketing for targeted audience segments.
- Creative Optimization: Employed a creative repurposing system, optimization sandbox, and hook & angle framing methodology to ensure a steady stream of high-performing creatives.
- Gradual Scaling: Increased ad spend strategically while continuously testing and optimizing creatives.
The Results:
- Revenue skyrocketed from ₹5.5 lakhs to ₹86 lakhs per month within ten months (a 15x increase).
- Conversion rate jumped from 0.5% to 1.2%.
- AOV increased from ₹900 to ₹1350.
- ROAS (return on ad spend) improved from 5.5x to a remarkable 8.8x.
- Retention rate saw an 11% increase.
Key Takeaways:
- Deep customer understanding is crucial for crafting effective marketing strategies.
- A data-driven approach to offer creation, funnel optimization, and ad creatives is essential for success.
- A well-structured ad account with budget allocation across various campaign types optimizes performance.
- Continuous creative testing and optimization are paramount for sustained growth.
- Scaling production capacity alongside revenue growth ensures order fulfillment and avoids bottlenecks.
This case study demonstrates the power of a data-driven, multi-pronged approach in achieving exponential growth for eCommerce businesses. By implementing similar strategies, DTC founders can overcome plateaus and propel their brands towards success.
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Abdul Rasheed PC
Performance Marketer
Performance marketing is my playground, and I'm passionate about helping businesses of all sizes achieve their marketing goals. Think of me as your friendly neighborhood guide, here to break down complex strategies and ignite your campaigns with actionable tips and tricks.