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- Ad Strategy & Management
- Online merchandising
- SEO
- Gross Demand Planning
- Web & App Development
- CRM and loyalty scheme support
Throughout the initial six months of 2023, we have considerably expanded the paid media channels across the P&Co account, enabling us to reach broader audiences, attract new customers, and guide them through the conversion funnel using paid, owned, and earned channels.
The growth highlights the effectiveness of collaborative strategies and seamless working between the team at Cake and the brand. As we celebrate these wins, we eagerly anticipate a future filled with even greater achievements!
The Challenge
Crafting a Dynamic Paid Marketing Strategy
Our mission revolved around crafting an adaptable and scalable paid marketing strategy, capable of navigating a high-demand inventory with frequent sell-out pieces and collections. Embracing a multifaceted approach, we implemented impactful on-site merchandising and a paid media strategy tailored to diverse customer personas.
Handling an extensive ad portfolio, we managed over 500 ads on Meta, with additional ad campaigns across Snapchat, TikTok, Google, and Pinterest. Tailoring our efforts, we targeted 20 different territories on Google Ads and introduced an innovative TikTok strategy to support in the paid marketing goals for the brand.
- Create and deploy an effective ad strategy for Meta, Google, Pinterest, Snapchat and Tiktok
- Develop a versatile and scalable paid marketing strategy to overcome a ever-changing stock landscape
The Solution
Empowering Ecommerce Performance Marketing
By embracing an eCommerce Performance marketing model, we break free from conventional constraints that often accompany partnerships with other agencies. Instead, we are driven by the shared objective of fostering a sustainable profit.
This newfound flexibility empowers us to broaden our horizons and delve into customer journeys that extend beyond the platforms themselves, such as the on-site experience.
We work closely with the brand team to understand stock distribution and forecasts to strategically merchandise their eCommerce website. Monitoring and managing the online storefront has helped valuably inform our ad strategy and optimise the customer experience, ensuring the right product is in the right place at the right time. This has led to extended ROAS improvements across P&Co performance channels.
With a journey spanning back to 2020, our involvement in performance marketing alongside P&Co has borne witness to consistent year-on-year progress. Our dynamic partnership continues to fuel growth, enabling us to expand our service offerings to cater to their evolving needs. Together, we are redefining the boundaries of what's achievable within the realm of performance marketing.
The Outcome
Remarkable Growth
2023 Vs 2022 - Ecommerce Metrics:
- New customer acquisition: Increased by 66%, highlighting the success of our paid marketing funnel, nurturing non-brand aware customers towards conversion.
- MCOS % (Margin Cost of Sales): Down by 24.99%, highlighting efficient paid marketing that leverages the brand's esteemed owned channels.
- Conversion Rate: An increase of 10% on the website, demonstrating the balance of supply and demand through both paid channels and on-site experience.
Having a performance model that is focused on the profitability of media spend, we have achieved a remarkable 25% reduction in MCOS while simultaneously boosting turnover. These achievements provide solid foundations to further support P&Co’s growth throughout the remainder of the year.
2023 Vs 2022 - Highlights
- Meta Ads: Achieved a 50% improvement on ROAS, benefiting from enhanced processes and funnel investment that effectively showcased the captivating brand creative.
- Google Ads: Activated in 12 new markets to allow for global expansion.
- Pinterest: 48% increase in traffic, tapping into the platform's engaged audience and leveraging the brands photography.
- Snapchat: 12% increase in ROAS, using the platform to build on brand presence with new demographics.
- TikTok: Successfully launched in FY23, setting the stage for exciting growth opportunities.
- Email: Transactions growing by 200%, showcasing the loyalty built between customer and brand.
These metrics illustrate the strength across all paid, owned and earned channels with Cake using performance marketing to capitalise on further opportunities for growth.
Together, we've achieved unprecedented success, proving that a dynamic and adaptive performance marketing model can revolutionise outcomes and drive remarkable growth in the ecommerce realm. The future is bright, and our partnership with P&Co continues to redefine what's possible in the world of digital marketing.
Every great relationship starts with a conversation. We’d love to talk with you about your next project and answer any questions you might have about Shopify. But be warned… once we get talking about this stuff, it’s hard to shut us up!
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