In The Style

ROAS

3x

LOWER CPMS

13%

COST PER LEAD

<60p

CONVERSION RATE

29.6%

The Objective

In peak period, ecommerce retailers are often met with the challenge of high CPMs and high CPCs across Paid Social, due to increased competition in the auctions. This results in inflated purchase CPAs, driving down conversion efficiency.

Our goal was to invest budget into other conversion focused activity, instead of hitting a point of diminishing returns on Paid.

We recognised the opportunity of generating high quality, high intent leads for use in email campaigns to drive incremental revenue during BFCM. An opportunity which also allows us to grow our data base, giving us future audience creation capabilities, and a larger database for our CRM team to target.

Outline of the phrase 'IN THE STYLE' in large black letters on a white background.

PAID SOCIAL

SUPPORTING CRM

META LEAD GEN ADS

Three women standing against a white background, each wearing different fashionable outfits. The first woman wears a black sequined top with black leather pants and heels. The middle woman wears a black floral dress with a cinched waist, long sleeves, and a high neckline. The third woman wears a black top with puffed sleeves and a red floral skirt with a slit, paired with heels.

The Strategy

Advanced Audience Targeting to Reach Relevant Consumers
First time, seasonal/bargain shoppers during BFCM behave differently to brand loyalists. With this in mind, we created a look-a-like audience based on sale purchases and browsers; allowing us to better target this unique segment.

Incremental Revenue Driven Through Audience Suppression
We excluded existing newsletter sign-ups, ensuring we were targeting a completely new customer base for email. This allows us to provide the most value for the CRM data base, and guarantee incremental revenue for the channel.

A/B Testing Creative to Drive Learnings
In collaboration with In The Style’s internal designer, we created a split test, with differing designs (see next section). One featuring a model in the background, and the other had In The Style branding. Giving us additional data points to learn from for future campaigns.

Compelling Messaging to Drive Lead Form Signups
To entice bargain shoppers, ‘exclusive’ and ‘early access’ messaging was pushed throughout the ad copy. The creative, had a clear CTA of ‘Sign Up Here’ to drive the desired lead form sign-up action.

Using In-Platform meta Lead Form Instead of Sending Traffic-to-Web
To remove extra steps for the consumer, we utilised an in-platform lead form, instead of sending the user to the site. This allows us to drive increased volume of leads (as well as a stronger user experience). The worry can be that these users are of lower quality, which we aimed to prove wrong with high quality leads.

Black Friday Lead Gen Split Test:

A presentation slide with a white background and a red border decorated with orange hearts on the left side. The slide contains bold black text at the top reading, "Creative version 'A' wins, with stronger CTRs, and lower CPMs." Below, three large blue percentages are displayed: 88%, 12%, and 19%, each accompanied by highlighted yellow labels: "Percentage of Total Leads," "Lower CPM," and "Higher CTR," respectively. To the right, there are three green smiley face icons aligned vertically.

The Results

The lead gen campaign generated cost efficient leads, with a cost per lead below £0.60. This was supported by CPMs being ~15% lower than the account average in November.

Moreover, we achieved a Lead to Purchase Conversion rate of 30%, demonstrating the relevancy of the audience, and their high intent nature. This also supports the quality of inplatform lead forms.

Overall, the campaign achieved an estimated 30x ROAS, of which was incremental revenue for the email channel. Alongside this, we supported the growth of the CRM data base list.