How we increased Empowa Clothing's total sales by 63% in 6 months

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Orders up by 35%

Online sessions up by 54%

AOV up by 20%

Sales up by 63%

Founded in 2019, Empowa Clothing is a women’s fashion brand that provides trending styles and accessories for their customers' wardrobes. They partnered with Social Nucleus in January 2024 with hopes of fully optimising their potential across paid social media, as previous agencies had failed to make a significant impact.

Despite only working with Social Nucleus for one quarter so far, Empowa has seen remarkable growth: their total orders increased by 7.9k%, online store sessions rose by 7.3k%, and overall sales increased by 7.2k%

INTRODUCTION

With three quarters of the year remaining, the possibilities are endless.

Our Approach:

Empowa's already established professional visuals and consistent branding allowed us at Social Nucleus to feel confident about driving business growth from day one of our partnership.

Our process involved creating a tailor-made launch strategy across Meta platforms that effectively communicated the brand’s key messages through strong imagery and user-generated content, naturally appealing to the target demographic of females aged 21-35.

To ensure effectiveness and, more importantly, consistency across Empowa’s results, we analyzed creatives using key marketing metrics such as MER (Marketing Efficiency Ratio), CTR (Click-Through Rate), Hold Rate, and Thumb Stop Ratio to maximize the impact of any live content.

By leveraging this comprehensive approach, we not only increased sales by 7.2k% in 3 months but also gathered valuable data on which specific creatives resonated with Empowa’s audiences.

This allowed us to iterate and refine their strategy going forward.

The primary goal upon onboarding Empowa was not only to increase overall results but also to rebuild their ad account to a respectable starting point before the Spring rush of Q2. Additionally, we aimed to build a strong marketing presence that could compete effectively within the oversaturated online fashion industry.

PAIN POINTS

With the success demonstrated in such a short period, we are eager to witness what the remaining three quarters of the year will bring for Empowa’s account.

It is safe to say that we achieved this and more in less than three months of working together, surpassing the initial targets set before the conclusion of Q1.

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.

So our aim from the get go was to use the little 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:

• Little data to work with
• To many campaigns
• Way to many ad sets & creatives
• 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 :

End of Q2 2024 Results

As we reach the midway point of 2024, we’re happy to say that results have remained stronger than ever! We’ve continued to see great success with Empowa, 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.

In the first 6 months of 2024, we saw a 63% boost in sales, with 35% more orders and 54% more store visits, combined to the final 6 months of 2023.

Orders up by 35%

Online sessions up by 54%

AOV up by 20%

The Outcome

Sales up by 63%

Summary

Here at Social Nucleus, we are incredibly proud of the record-breaking results Empowa has achieved in such a short period of time, truly embodying a successful online fashion brand. We eagerly anticipate witnessing their continued success throughout the remainder of 2024.

Do you believe your brand has the potential to be our next success story?

Get in touch today by entering your details below, and we will contact you about elevating your brand to the next level.

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