DRiving YoY Growth: November Total Sales Increased by 79.9K%

Case Study - Ecomm | Industry: Clothing

Brand Background: This brand is a premium direct-to-consumer (D2C) e-commerce brand specializing in women’s golf attire. With a mission to make all women golfers feel like they belong, this brand caters to a diverse audience, from beginners to seasoned players, offering stylish, performance-oriented pieces that transition seamlessly between golf, life, and other active pursuits. The brand is seasonal in nature, emphasizing tank tops and skirts during summer and long sleeves and pants during winter.

Challenges

  1. Seasonal Sales Decline: This brand experienced a 38% drop in sales from January to September 2024, struggling to maintain consistent sales in Q4.

  2. Market Positioning: As a niche brand, expanding into broader athleisure and other sports like pickleball was a key growth opportunity but presented challenges in targeting and messaging.

Growth Strategy To address these challenges and capitalize on Q4 opportunities, I implemented a comprehensive multi-channel growth strategy:

1. Meta (Facebook and Instagram)

  • Focus on High-Performing Audiences: Scaled campaigns targeting proven audience segments, ensuring a healthy budget allocation for Q4.

  • Advantage+ & Standard Campaigns: Expanded usage to identify new high-performing audiences and fuel existing successful campaigns.

  • Broad Audiences: Prioritized top and middle-of-funnel campaigns for greater reach and conversion efficiency.

  • Separate Promotional Campaign: Dedicated efforts for promotional periods to maximize returns during sales events.

2. Google Ads

  • Improved Non-Branded Campaigns: Focused on refining ad targeting and messaging to attract non-branded traffic.

  • Expanded Performance Max Targeting: Leveraged Performance Max campaigns with promo/sale-specific audiences to maximize reach and efficiency.

  • Sitelinks and GMC Promotions: Added promotional sitelinks and Google Merchant Center (GMC) offers to enhance visibility and drive traffic.

3. Email Marketing

  • Nurture Campaigns: Maintained consistent engagement with audiences through targeted flows and campaigns.

  • Black Friday & Cyber Monday (BFCM): Aggressively promoted sales through email, resulting in significant revenue growth.

Key Results (November 2024)

  • Year-Over-Year (YoY) Performance:

    • Paid ad spend reduced by 50%.

    • Paid ads revenue increased by 77%.

    • ROAS improved by 256%.

  • Facebook Separate Promotional Campaign:

    • Generated the highest sales during the period.

    • Achieved a ROAS of 5.18x with a healthy CPA.

    • Broad TOFU campaigns outperformed MOFU campaigns, driving higher sales and better efficiency.

  • Google Sitelinks Campaign:

    • Drove 53 purchases, generating $7,325.33 in revenue.

    • Achieved an impressive ROAS of 17x.

  • Email Campaigns:

    • Contributed $51,399.23 in revenue, marking an 83% month-over-month (MoM) increase.

Conclusion This brand’s strategic approach to tackling seasonal challenges and leveraging key promotional periods proved highly effective. The integration of refined ad targeting, expanded campaign types, and robust email marketing drove significant improvements in both revenue and return on ad spend. With a clear focus on its sophisticated and empowered brand identity, this brand is well-positioned to expand into athleisure and pickleball, broadening its audience base and sustaining growth in the competitive D2C landscape.

 

Closing the Gap: Decreased CPL by 71% YoY

CASE STUDY - LEAD GEN | Industry: AUtomotive & Industrial

Background This project focused on addressing inefficiencies in a paid advertising account. With high costs per lead (CPL), low lead volume, and elevated spend, the primary goal was to close the gap between increasing ad spend and generating more conversions, ensuring an overall reduction in CPL.

Challenges

  1. High CPL: The cost to acquire a lead was too high, negatively impacting campaign ROI.

  2. Low Lead Volume: Despite high ad spend, lead generation was underperforming.

  3. Inefficient Spend Allocation: A lack of clarity in keyword targeting led to inefficiencies.

Growth Strategy To address these challenges, a structured approach was implemented to build a strong foundation while expanding both cold and retargeting efforts:

1. Negative Keywords and Brand Exclusion Lists

  • Objective: Prevent branded terms from diluting non-branded campaign performance.

  • Approach:

    • Added branded terms to negative keyword lists and brand exclusion lists.

    • Ensured that branded campaigns captured all branded terms at the lowest possible cost, leaving non-branded campaigns focused solely on high-intent generic terms.

    • Results: Compared to the previous year, spend increased by 225%, while conversions rose by 95%, signaling improved efficiency.

2. Competitor Terms Expansion

  • Objective: Capture warm, top-of-funnel (TOFU) traffic.

  • Approach:

    • Expanded the list of competitor terms to target users actively researching alternatives in the client’s industry.

    • Improved reach among audiences with a higher likelihood of conversion.

3. Retargeting Enhancements

  • Objective: Improve engagement and conversion rates for users already familiar with the brand.

  • Approach:

    • Introduced a Dynamic Search Ads (DSA) retargeting ad group targeting blog landing pages.

    • Focused on re-engaging users by driving them to informative and high-conversion potential content.

Experiment Timeline

The above strategies were implemented during the final month of the contract to maximize immediate impact.

Client Collaboration The client fully supported the proposed changes and appreciated the clear direction and measurable improvements.

Results

  1. Lead Volume:

    • Leads increased by an astounding 865%, demonstrating the effectiveness of optimized targeting and messaging.

  2. Click Metrics:

    • Clicks increased by 189%.

    • Click-through rate (CTR) improved by 172%, reflecting better audience alignment and ad relevance.

  3. Cost Efficiency:

    • CPL decreased by 71%, achieving the primary goal of reducing acquisition costs.

Conclusion By refining targeting strategies, eliminating inefficiencies, and enhancing retargeting efforts, the gap between ad spend and lead generation was significantly reduced. This case study illustrates the power of precise campaign adjustments and audience nurturing to transform underperforming accounts into success stories. With a solid foundation now in place, the client is well-positioned to achieve continued growth and cost-efficiency in future campaigns.

 

Online Conversion Rate Increased by 98% After CRO Implementation

CasE STUDY — CRO Focus + Paid Advertising Strategy | Industry: BABY BRAND

Background This client, operating under two brands—on a single website, faced significant challenges with website navigation and user experience. The dual-brand structure led to an overload of content and a confusing shopping journey, ultimately impacting conversions. The client’s primary goal was to increase online store sales, specifically focusing on Bird & Bean branded clothing. With no prior experience in paid advertising, they also needed a strategic approach to drive traffic and conversions in a saturated market for bamboo clothing.

Challenges

  1. Poor Website Functionality: The dual-brand structure created confusion and negatively impacted the user experience.

  2. No Advertising Experience: The client had never run paid advertising campaigns before.

  3. Saturated Market: Operating in the highly competitive bamboo clothing niche.

Growth Strategy A multi-faceted approach was implemented, focusing on Conversion Rate Optimization (CRO) and strategic advertising:

1. Website Optimization (CRO Implementation)

  • Simplified Focus: The website was restructured to focus solely on Bird & Bean, eliminating Stitch + Sparrow to streamline content and navigation.

  • Product Pages:

    • Added detailed product descriptions.

    • Introduced a countdown feature encouraging users to add more items to their cart to qualify for free shipping.

  • Navigation Bar: Reorganized the navigation bar for improved accessibility and ease of use.

2. Paid Advertising Campaigns

  • Facebook Ads:

    • Focused on Top of Funnel (TOFU) audiences to uncover new potential customers.

    • Positioned Bird & Bean’s baby bamboo clothing as a unique offering in the market.

  • Google Ads:

    • Targeted warm TOFU and retargeting audiences.

    • Leveraged search intent by targeting users actively searching for bamboo clothing products.

3. Organic Traffic Boost

  • SEO focused blog writing to optimize content and increase organic traffic to the website, complementing paid campaigns.

Experiment Timeline

  1. Transitioned the website from a dual-brand focus to a singular focus.

  2. Implemented product page enhancements and navigation bar adjustments.

  3. Launched paid advertising campaigns on Facebook and Google Ads.

Client Collaboration The client had no major concerns and was fully supportive of the strategies proposed, enabling smooth implementation.

Key Results

  1. Improved Online Store Performance:

    • Online store conversion rate increased by 98%.

    • Online store sales grew by 70%.

  2. Increased Total Sales:

    • Year-over-year (YoY) sales saw a significant uptick.

Conclusion By simplifying the website structure and focusing on a single brand, coupled with effective paid advertising strategies, this case study highlights how strategic changes can drive significant improvements in conversion rates and sales. These results underscore the importance of a clear brand focus, robust CRO implementation, and targeted advertising in overcoming market challenges and achieving business goals.

 

Scaling Paid Campaigns: Paid Ads Revenue Increased Over 60% YoY

CasE STUDY — Paid Advertising Strategy | Industry: MEDICAL COMPANY

Background This client specializes in designing high-quality braces for upper, lower, back, and neck support. The products are developed with input from hand therapists and medical professionals, establishing the brand as a trusted expert in the space. The client approached us with a goal to increase monthly sales by 20% compared to the previous year. Before partnering with EmberTribe, their growth was slow, relying primarily on branded marketing and retargeting—a strategy that lacked reach among cold, top-of-funnel (TOFU) audiences needed to sustain long-term growth.

Challenges

  1. Limited Cold Traffic: The client’s reliance on branded marketing failed to attract new audiences unfamiliar with the brand.

  2. Scaling Limitations: Lack of effort to scale campaigns vertically and horizontally.

  3. No New Testing: Absence of experimentation to uncover new opportunities for growth.

  4. Seasonality: Revenue and brace-type demand fluctuated based on seasonal activities and needs.

Growth Strategy A comprehensive strategy was developed to overcome these challenges and achieve the client’s growth goals:

1. Expanding Cold Audience Reach

  • Facebook Ads:

    • Focused on TOFU audiences to introduce the brand to new users.

    • Developed creative messaging emphasizing functional freedom and expert-designed products.

  • Criteo:

    • Built a prospecting campaign specifically targeting new users.

    • Excluded purchasers from the retargeting funnel to avoid wasted spend on unlikely repeat customers.

2. Scaling Efforts Across Platforms

  • Google Ads:

    • Launched Performance Max (PMax) campaigns focusing on core and expanded brace types.

    • Tested non-branded terms targeting audiences searching for activities, pain management, and medical-related solutions.

    • Scaled campaigns vertically (increased spend on high-performing campaigns) and horizontally (added new keywords and audience segments).

3. Seasonality Mapping and Strategic Planning

  • Collaborated with the client to map out quarters based on seasonality, brace type demand, and revenue patterns.

  • Prioritized platform-specific strategies to maintain consistent ROAS during lower-revenue months.

Experiment Timeline

  1. Introduced TOFU campaigns on Facebook and Criteo.

  2. Launched and optimized PMax campaigns on Google Ads.

  3. Excluded purchasers from retargeting funnels to focus on high-conversion potential audiences.

Client Collaboration The client fully trusted our strategy and direction, allowing us to execute a robust testing and scaling approach without hesitation.

Key Results

  1. Paid Transactions: Increased over 60% YoY during a 30-day snapshot.

  2. Scalability: Successfully expanded campaigns on Facebook, Google, and Criteo.

  3. Seasonal Adaptation: Built a solid foundation during lower-revenue months to maintain platform ROAS.

Conclusion By implementing a targeted strategy to reach new audiences, scaling campaigns effectively, and adapting to seasonality, I exceeded the client’s growth objectives. This case study underscores the importance of balancing cold audience acquisition with platform-specific scaling strategies to drive sustainable growth in a competitive market.