Strong LiftWear Case Study


ECOMMERCE GROWTH HACK

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Campaign Background


Mahabis designed slippers for the 21st century and
sell online with over 1M+ traic all over the world.

 
 

Challenges

Brand awareness, preference & loyalty - a number of existing Gym Apparel Brand companies (competitors) that offer similar product.




Our Solution

We did careful analysis with their on-going campaigns and come out with better identifications. With Strong LiftWear customer database and traffic, we created a very lean campaign structure (using different approaches from their on-going campaigns) to reach out for the audiences.

 
 

Improved FB Ads tracking in G.A


For all FB ads that we are going to do, we will ensure that the FB Pixel is tracking
properly on the landing page/website.

This is to ensure a better review of campaigns for optimization

 
 
 

Created Custom Audience Lists

Previously, there is no custom audience list created/utilised.
Custom audience is one of the most useful/converting targeting for businesses especially for e-commerce.
We have created a number of custom audience lists using our strategy. Above is a screenshot of a small number of lists created.


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Build custom audiences from the people that visit SLW website.
Create lists of Visitors of Website, Buyers, Non-buyers etc.
We also created lookalike lists based on the performing custom audience lists sources.
There, we layered/segment it with some interests targeting Narrow ad sets/targetings by layering/segment i.e. add interests that are relatable to the nature of your business (product/service)
I.e. for SLW (Gym apparel related products/lifestyle), we created a list of interests such as Gym, Fitness influencers, Competitors, Supplement, Fitness trackers etc.



Dedicated groups/campaigns/events


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• Created separate/individual campaigns based on their specific goal, needs and target groups.
• For screenshot above, is example of ‘sales’ campaigns that we have created for SLW that was running for few days.


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• Created campaigns divided through gender and also products (based on the needs of targeted audience)
• This is to ensure the effectiveness of ads displayed to audiences/targeted group i.e. relevancy of ads
• Above (screenshots) are an example (small number) of individual campaigns run for women and men

 
 

Optimization and Viewing Performance

Split ad into Gender,Products, Retargeting/Non, Countries etc By doing this, we are to able test run, optimize and make wiser decisions i.e. which campaign/ad targeting/structure works better and the best. Different ad set/targeting may vary from each other in term of performance.

 
 
 

Ads (multiple testings)

Split ad into Gender,Products, Retargeting/Non, Countries etc
By doing this, we are to able test run, optimize and make wiser decisions i.e. which campaign/ad targeting/structure works better and the best. Different ad set/targeting may vary from each other in term of performance.


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Constantly switching out ads and do testing from single image, carousel, video ads etc.


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Ads (different style/perspective)
from the usual/traditional ad


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Suggested SLW to create ‘tutorial video’/engagement videos to encourage audiences to view, comment & share videos also carry some website actions i.e. view products, add to cart etc
The purpose of the campaign is to increase traffic (highly relevant groups) and retarget them later

 
 

Optimization and Viewing Performance

Constantly switching out ads and try new ads
By doing this, we are to able test run, optimize and make wiser decisions i.e. which ads are more effective. We want the ads displayed to the targeted groups to be highly relevant. This will not only increase the brand awareness (comment, share, likes) but also contribute to the conversions.

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Top performing ad in terms of Purchase & CPA


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Comparison between client’s past campaigns results


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Client’s past campaigns results (CPA $19.23): the month
before BH handling SLW FB ads


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BH’s campaigns results on first month of handling SLW fb ads. CPA
reduced to $8.89, conversions increased by 22%


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Some latest stats

 
 

Results Breakdown Age & Gender


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We find that male converts at lower CPA (mixed gender
campaign/targeting/ad set) compared to female


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We find that male converts at lower CPA (mixed gender campaign/
targeting/ad set) compared to female


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We find that male converts at lower CPA (mixed gender
campaign/targeting/ad set) compared to female


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For gender focused campaign, male campaign is receiving lower CPA
than of females’ focused campaign. Example for one of the product -
male’s short vs female’s legging


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For gender focused campaign, male campaign is receiving lower CPA
than of females’ focused campaign. Example for one of the product -
male’s short vs female’s legging

 
 

Results Breakdown Placement


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Results Breakdown Country

Conversions & CPA for mobile placement is significantly better as compared to desktop but there’s
a number of conversions from desktop as well (which we dont feel like leaving out)
From experience, when combined (placement mobile & desktop) - the conversions can turn out be
better, could be contributed by the clicks & CTR.
However, a test on split placement should be considered and focus next (scaling campaigns further)


 
 

Results

Created our own Facebook Ad structure that helps keep CPA lower and ROI always in the picture. Managed to lowered down the CPA (at CPA $8.89), initially at CPA $17.42 (ran by client) during the first month. Managed to increased/expand conversions by 45% on the second month. Throughout the activation of our campaigns, we are able to maintain the CPA within/lower than client’s desired figures.

 

From the Blog

 
 
 
 

C o n t a c t    u s

 
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