Case Study

Fashion eCommerce Brand Marketing: InPhorm

The Story
Saturated markets and ever changing AI algorithms are two very different but tangible issues that fashion brands face in the current digital world. Promoting brands through social media has become a tricky and daunting task considering how busy the competitive landscape is. Regularly brands fail to reach satisfactory results in being able to promote their products to their target audience leading to low returns from their advertisement spend budgets and ultimately, less profits.

InPhorm is a designer womens athleisure apparel founded in New York in 2009. Over the years, InPhorm has been able to expand into markets not only within the US but also all over Europe. Being a niche brand that focuses solely on activewear apparel for specific sports, lead generation and target audience advertising is a primary focus that InPhorm adopted to employ as their strategy to continue tapping to wider audiences worldwide.

Therefore at KORD, we developed an action plan for a vigorous campaign for InPhorm with the objective of building a strong brand online along with pinpointing the right lead generation to secure maximum sales on the products.

Efficient and progressive PPC ads with a purpose of driving relevant traffic and conversions to the website while also retargeting users back through pixel data to accumulate conversions helped achieve the target results, while also giving users an enhanced customer journey.

 

The Challenges:

— Previously, the clients efforts in producing results were not successful and did not meet any targets they looked to achieve

— The datasets obtained in the advertising account couldn’t be used to get quick sales/wins for this client

— Despite having a large ad budget, results were insignificant with previous marketing spends generating less than 2 x Return on Ad Spends. They needed results quickly!

We discovered opportunities by starting from scratch after understanding InPhorms entire product range; targeted audience, buyer segment and how paid marketing strategies would work. We implemented a well-designed plan sequentially by continuous and timely performance monitoring. With increased brand visibility, sales at various occasions like festive hours, vacations hours, weekend sale and/or mid-week sale, freshly added images and the introduction to another campaign ultimately helped the product do better.

We achieved this by building:

— Landing page optimization recommendation (website was having issue on mobile devices, improved product images)

— Dynamic re-marketing campaign (targeted those customers who visited website earlier but didn’t buy any product)

— PLA optimization (revised shopping campaign – reduced/increased bid of individual products, mobile bid, added negative keywords)

— Created new shopping ad campaign by targeting specific group of products.

— Improved previous campaigns that had brought in good results (by introducing a new set of keywords)

— Wise selection of keywords (match type – experiment new set of keywords)

— Analyse organic traffic & products performances (created new campaigns based on analytics report)

— Began advertising on other paid marketing platforms (adverts on AdRoll, Criteo, Pinterest during holiday season)

The Results:

After InPhorm came to us with a negative Return on Ad Spend (ROAS). We did a complete ad account audit and had a long strategy session meetings with the client to understand the problems that they were facing

 Within 4 days after the initial strategy session meeting, we developed and implemented a completely new strategy in place for our full Facebook & Google funnel

 Within 3 weeks of launching, we were achieving 2.5 x ROAS

 At the end of our 1st month, we were easily achieving 4.36 x ROAS

 Currently 2 years ahead we are averaging at 8 x ROAS