Campaign delivers 310% over revenue goal for new brand launch

Challenge

A luxury women’s brand launching a new product line needed a fresh strategic approach to drive awareness and engagement, ultimately leading to conversions. The goal was to attract a new audience segment by shifting the focus from a bottom-of-funnel sales-driven strategy to a full-funnel approach that emphasized visual storytelling.

Rather than focusing solely on immediate conversions, the strategy needed to guide consumers through the entire purchase journey, from discovery and consideration to action. By leveraging a multi-channel approach and diversifying media placements, the brand could effectively reach and nurture new audiences, ensuring they had multiple touchpoints before making a purchase decision.

Selling clothing online presents unique challenges, as consumers rely heavily on visual and contextual cues to assess fabric, design, and aesthetics. To succeed, the brand needed to bring its products to life, allowing consumers to see the clothing in real-world scenarios and develop an emotional connection before making a purchase.

Solution

A dynamic full-funnel campaign was developed to immerse potential buyers in the brand’s world, leveraging a combination of targeted media, engaging visuals, and strategic audience insights.

Key Initiatives

• Creative Campaign Collaboration: Collaborated with the client to highlight the brand’s “travelista” founders, weaving storytelling into the campaign.
• Hyper-Targeted Media Strategy: Reached individual households receiving pre-release catalogs through CTV, programmatic, display, native, paid search, and social channels (including Pinterest).
• Organic Discoverability Strategy: Increased Position 0 (featured snippet) search opportunities by optimizing content for high-value queries.
• Audience Expansion & Intent Targeting: Leveraged first-party audience data for lookalike modeling and paired it with third-party intent-based audiences across paid social and digital channels.
• Search Campaign Optimization: Reworked Performance Max and Discovery campaigns to amplify the visual appeal of the brand’s collection and drive higher engagement.

Results

By surrounding consumers with a compelling blend of inspiration, aspiration, and action-oriented messaging, the campaign guided potential buyers seamlessly from awareness to conversion.

• 310% – Over revenue goal for the new launch
• 207% – ROAS across all social channels
• 1,523% – ROAS across all intent-based audiences