Case Study: Boosting People of Leisure's ROAS by 50% with New Media Tactics

Overview

Codedesign, a top-tier digital agency, proudly partnered with People of Leisure, a fair fashion brand from California, to significantly enhance their digital presence. By leveraging innovative media tactics across various platforms and improving their Customer Relationship Management (CRM) and email marketing automation, we successfully boosted their Return on Ad Spend (ROAS) by 50%.

The Challenge

The major challenge was to differentiate People of Leisure in the highly competitive fashion industry and to effectively communicate their commitment to sustainability and fair fashion. The task at hand was to implement a comprehensive performance marketing strategy that would cut through the noise, engage the right audience, and, ultimately, drive conversions.

Our Strategy

Our multi-pronged strategy focused on performance marketing, harnessing the power of social media platforms, and leveraging CRM and email marketing automation.

Performance Marketing

Our approach to performance marketing was data-driven and targeted. We utilized key data insights to understand People of Leisure's target audience, their behaviors, preferences, and online shopping patterns. This informed our campaign strategy, ensuring that we were reaching potential customers with the right message at the right time. We also monitored campaign performance in real-time, allowing us to make data-informed optimizations and adjustments for maximum efficiency.

Facebook Ads

On Facebook, we created highly targeted ad campaigns. By leveraging Facebook’s extensive user data and powerful targeting tools, we ensured that our ads reached the most relevant audience segments. We used a mix of ad formats like carousels, videos, and single images, coupled with compelling copy that resonated with the brand's ethos. We also used Facebook's retargeting capabilities to re-engage users who had shown interest in People of Leisure’s products.

Instagram Ads

Given the visual nature of Instagram and its popularity in the fashion community, it was a natural choice for our campaign. We crafted beautiful, engaging Instagram stories and posts, showcasing People of Leisure's products and highlighting their sustainability efforts. Through Shopping ads, we provided users with a seamless path from product discovery to purchase, enhancing the customer experience and driving conversions.

Instagram Ads Strategy: Remarketing, Upselling, and Influencers

Our Instagram strategy played a critical role in driving People of Leisure's digital success. We meticulously leveraged Instagram's visual appeal and extensive targeting capabilities to boost brand visibility, engagement, and conversions.

Remarketing

Remarketing was a key component of our Instagram strategy. We utilized Instagram's pixel tool to identify users who had previously interacted with People of Leisure's website or ads but hadn't completed a purchase. By reaching out to these users through remarketing ads, we re-engaged potential customers, keeping the brand fresh in their minds and encouraging them to complete their purchases.

To enhance the effectiveness of our remarketing ads, we utilized dynamic ads, which automatically personalized the ad content based on the products the user had previously viewed or shown interest in. These highly relevant ads significantly improved our click-through rates and conversions.

Upselling

We also adopted upselling strategies on Instagram. Using Instagram's Carousel ad format, we displayed multiple related or complementary products within a single ad. This strategy allowed us to showcase a variety of products, enabling customers to visualize how different pieces from People of Leisure's collection could work together.

For instance, if a user had recently purchased a top from People of Leisure, we targeted them with Carousel ads featuring matching bottoms or accessories, effectively encouraging additional purchases and increasing the average order value.

Influencers

Recognizing the power and reach of influencers on Instagram, we incorporated influencer marketing into our strategy. We partnered with influencers who resonated with People of Leisure's target audience and brand values, ensuring a natural and authentic promotion of the products.

Influencers created engaging content featuring People of Leisure's products, providing their followers with personal testimonials and styling ideas. This strategy enhanced brand visibility and generated social proof, further driving brand trust and conversions.

In addition, we used Instagram's branded content ads, which allowed us to promote these influencer posts as ads directly from People of Leisure's account. This gave us the ability to reach a larger audience beyond the influencer's followers and leverage Instagram's targeting capabilities.

By combining remarketing, upselling strategies, and influencer marketing, we created a comprehensive and powerful Instagram ad strategy that significantly contributed to boosting People of Leisure's ROAS by 50%. This showcases the effectiveness of a well-executed, multi-faceted Instagram strategy in driving brand success in the digital space.

Two more facets of our Instagram strategy included the use of Instagram Shopping and User-Generated Content (UGC).

Instagram Shopping offers a seamless shopping experience, transforming the platform into a virtual storefront. We tagged People of Leisure's products in posts and stories, which directed users to the product page on the brand's website with a single tap. This allowed for easy discovery and instant purchase, significantly shortening the buyer's journey.

UGC played a vital role in fostering a strong community around the People of Leisure brand. Encouraging customers to share their own images and experiences wearing People of Leisure's clothing not only provided us with authentic content to feature but also built a sense of trust and reliability around the brand. We shared this UGC on People of Leisure's Instagram feed, further solidifying the brand's image and fostering a sense of community among followers.

Analysis and Optimization

Data analysis and ongoing optimization were integral to our Instagram ad strategy. We continuously monitored ad performance to understand which content types and targeting parameters yielded the best results. We looked at engagement rates, click-through rates, conversions, and ROAS metrics.

By studying these metrics, we gained insights into our audience's preferences, which guided us in refining our content strategy and targeting. For instance, if we found that videos were performing better than still images, we pivoted to creating more video content. If a certain demographic showed a higher conversion rate, we adjusted our targeting to reach more of that audience segment.

This ongoing analysis and optimization ensured that our Instagram strategy was not static but rather evolved with our audience's behavior and preferences, contributing to the overall success of People of Leisure's campaigns.

TikTok Strategy

Recognizing TikTok's immense potential for brand exposure, especially among younger demographics, we embarked on a TikTok campaign. We created engaging, short videos highlighting People of Leisure's values and products. We collaborated with relevant influencers to expand reach and utilized TikTok's ad platform to promote our content to the target audience.

CRM and Email Marketing Automation

Our strategy also involved revamping People of Leisure's CRM and email marketing systems. We segmented their customer database based on shopping behavior, preferences, and past interactions. This segmentation informed our email marketing automation, allowing us to send highly personalized and relevant communications to different customer groups.

With automation, we could trigger specific emails based on user behavior, such as welcome emails for new subscribers, abandoned cart reminders, and personalized product recommendations. This strategy kept customers engaged, nurtured them through the sales funnel, and boosted customer retention.

Results

The impressive results we achieved with People of Leisure underscore the power of a comprehensive and adaptable Instagram strategy. Through a combination of remarketing, upselling, influencer collaborations, Instagram shopping, UGC, and continuous analysis and optimization, we managed to boost People of Leisure's ROAS by 50%.

As we continue our partnership with People of Leisure, we remain committed to pushing boundaries, testing new strategies, and staying at the forefront of digital marketing trends to drive continued success for the brand in the digital sphere. This case study stands as a testament to the transformative potential of a well-executed Instagram strategy in the ever-evolving fashion industry.

By utilizing a combination of these strategies, we successfully boosted People of Leisure's ROAS by 50%. Our data-driven, multi-channel approach was instrumental in reaching and engaging the right audiences, driving conversions, and ultimately increasing sales.

Our work with People of Leisure exemplifies the potential of digital marketing when it's strategically executed. It demonstrates that, with a blend of creative media tactics and data-driven marketing, brands can cut through the competitive noise and connect with their audience in meaningful ways, leading to significant results.

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