Going from zero-to-one is hard to do in any category, but especially in men's apparel. The competition is fierce, and going after the prime demographic for this brand could prove to be expensive if not done correctly. We needed to convert at a very high rate in order to make the numbers work and enable scaling.
The opportunity was clear: if we could crack this and achieve a good cost per acquisition (CPA), we would be able to scale up rapidly and make this brands launch a success.
We deployed a 3-prong strategy that included Meta Ads, Google Ads and a robust email/SMS marketing deployment. Meta was essential for prospecting and audience expansion - the product itself had features that were unique to the brand and most people wouldn't be aware of, so getting in front of them would be vital.
The creative that we used was a mix of technical and aspirational. Male audeinces tend to respond well to technical specs and other unique selling propositions, so our copy and creative was tailored to suit.
Finally, the email/SMS strategy tied it all together with a strong offer for first-time customers and email and SMS drip sequences to get the new customers across the finish line.
In the first month, we achieved a $6 return-on-ad-spend (ROAS) on Meta Ads which was a huge over-performance from what their financial forecasting called for, and over 2x the industry average. Multiple different campaigns worked, validating our overall vision and confirming that we had found the right audiences with a product and offer that converted at an extremely high rate.
