How we helped Cleens scale sales by 1.5k%

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Total orders up by 1.3k%

Sales up by 1.5k%

Online Store Sessions up by 325%

Founded in 2021 the British owned trainer brand was created on the principles of accessibility to good design and high-quality products, emerged with a vision to satisfy the growing demand for a footwear brand that prioritises transparency and delivers expertly crafted products.

After coming out of covid they were able to scale rapidly with a new system in place for restocking efficiently, helping capitalise on the rapidly growing demand.

INTRODUCTION

Founded in 2021 the British owned trainer brand was created on the principles of accessibility to good design and high-quality products, emerged with a vision to satisfy the growing demand for a footwear brand that prioritises transparency and delivers expertly crafted products.

They recognized an opportunity to offer customers a fresh perspective by revealing the inner workings of their processes.

This commitment to openness extends to their manufacturing practices as well. Central to the brands design philosophy is the elimination of excessive branding and adornments, allowing the product's quality to shine through and speak for itself.

Becoming one of the brand's biggest selling points.

GROWTH METHODS IMPLEMENTED

Since joining forces with us in November 2022, the brand has experienced remarkable growth , with an impressive 344% increase in sales across 2023, resulting in the total number of orders surging by 349%, website sessions have risen by 326%, and the Average Order Value (AOV) has shown a 1.6% improvement. Furthermore, returning customers have increased by an impressive 32%, while the Conversion Rate (CV) has grown by 10% compared to the
previous year.

Taking a look into the Meta ad account, since the start of the year we have delivered a consistent 5.10 ROAS in platform.

PAIN POINTS

The main aim here was to profitably increase sales. Taking the brand to the next level & dominating the footwear scene countrywide before expanding overseas, but profitably & efficiently. Unfortunately, this is something a lot of brands run into and hit a wall where they feel they can no longer scale past a certain number profitably.

Building upon the strategies that yielded success across the year, we maintained our focus on optimising creatives and identifying "winning" ads.

This approach proved instrumental in helping the brand achieve an astounding 344% increase in sales compared to the previous year, resulting in a substantial influx of orders by 349% & an in platform ROAS of 5.10 on Meta.

With such exceptional results throughout the year, we are eagerly anticipating what lies ahead and the boundless opportunities that await the brand in the final months of the year and 2024.

How did we do it?

First up we needed to become aligned with key business metrics:

MER (Marketing efficiency ratio)
CAC (Customer acquisition costs)
NCAC (New customer acquisition costs)
LTV (Lifetime value)
AOV (Average order value)
CVR (Conversion rate)

Once we had the full picture with the above metrics we began to work backwards to implement the perfect Meta marketing strategy that would allow the brand to profitably & efficiently scale finding new customers. As we realised generating repeat customers from Cleens was not a problem, due to their superior, high quality products that leads the line in premium mens footwear.

So our aim from the get go was to use the existing data already on the ad account, combined with our strategies to find new customers, audiences and markets that resonated with the brand best.

That made the next few steps easy:

Build creative strategy

Increase creative volume

Increase copy volume

Iterate on winning creatives

Restructure the ad account to best practices

To gain new customers we knew it would come down to reaching new audiences with new creative and creative iterations.

We introduce a data-driven approach to marketing. We don’t just throw sh*t at the wall and see what sticks. We test to learn with every creative we push live.

If you want to scale your revenue… you’re going to need to scale your ad creative to enable growth in the most efficient way. Your ad spend per day will dictate just how much creative you need.

Most brands out there don’t realise how greatly copy can affect your ad results. This isn't just copy in your ads but also on your ads… Think headlines, hooks, USPs, feature callouts, ‘us vs them’ and so on.

Absolutely key. Learn from what works and create more. Learn from what doesn’t work and save time and effort instead of creating similar assets that won’t perform.

We’ll run through more detail on this in the next section.

We inherited
an ad account that had:

• Very little data on the ad account.
• Not enough testing campaigns, ad sets.
• No naming convention.
• No creative feedback loop.

Main points to note:

Rinse and repeat this strategy across multiple regions to help with faster scaling.

Ensure you have a dashboard or key metrics set up to help you monitor incremental lift across the business.

Attribution is trash. The best bet is to pick one solution and stick with it.

Making decisions across 2 or 3 different platforms (analytics, Triple Whale and in the ad account) makes absolutely no sense.

Ad Account Overview

• Consolidate :

• Stacked interests and LLAs, broad targeting :

• DPAs (especially for fashion) :

Stop overcomplicating your ad accounts. Your main lever here will always be creative. Focus on your creative feedback loop. Listen to the data!

These audiences absolutely slap. If you’re not already testing them, I suggest you do so from today.

Within the fashion and apparel market, DPAs consistently perform well and are notoriously good at holding a very high level of spend.

• Heavy on creative testing (absolutely key) :

“But it's not on brand”. Let me tell you what is on brand… making money. Go heavy on creative testing and put your opinion (ego) to one side and just listen to the data!

You need to be spreading across all formats. Single image, video, reels, stories, etc. Build an asset for each format, not just for one format.

• Heavy on all creative formats :

• Open up a creative feedback loop :

Listen to the data. It’s that simple. Your audience will tell you what they like with action (£££). The machine will tell you what it likes with action.

• Iterate on what works :

When you find a winner, find out why it’s a winner. Then go out and get more of it.

When you push new creatives into your scale campaign, be sure to push the budget with it.

• Scale in your winning campaign :

BFCM 2023

Reflecting on Cleens Black Friday sale this year - it was a huge success and amazing to see the fruits of our hard work over the course of this year.

Cleens decided to do a Black Friday week from November the 20th until November the 27th.Cleens Black Friday sale period saw sales up 156%, total orders up 231% & online store sessions up 360% with a blended ROAS of 8.3.

With us now moving into the festive, gifting period with an influx of new and interested customers - we cannot wait to see what the remainder of 2023 and the start of 2024 has in store for them.

2024 Updates

In 2024 we’ve continued to see great success with Cleens, whilst looking for ways to optimise our creative output and ad account performance.

By making the Meta campaign budget switch from ABO to CBO, we’ve quickly seen even more efficient ad account operations, optimising spend and budget management. We’ve optimised creative output by focussing on winning formats, from engaging video mashups, to graphics featuring customer social proof, to product grids pushing on the sustainable materials USP.

We’ve also tested even more specific copy angles, utilising keywords to help the machine better target our audience segments. From specific travel locations to likely audience pursuits/interests by season, we’ve seen a strong audience response when telling them exactly what they’d want to hear - and when/where exactly they’d value wearing new collections and bestsellers alike.

As we approach the end of Q2, we’ve seen a 1.5k% boost in sales, with 1.2k% store sessions and a 1.3k% increase in orders compared to their previous years.

Sales up by 1.5k%

Orders up by 1.3k%

Online sessions up by 1.2k%

The Outcome

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