Skiwear Retailer | Social Nucleus Newsletter

Founded by two sisters in London, this DTC luxury ski wear brand offers quality and affordable skiwear helping girls feel their best on the slopes! They came to us in October 2021, just in time for Black Friday and Q4. Having previously ran Instagram ads at brand awareness level, they needed to shift their focus to building solid conversions. We helped them bring in the highest number of sales to date, turning over almost £150,000 in just one month.

2021 Q4 Revenue: £247,670.82

2021 Black Friday + Cyber Monday Revenue: £74,462

2021 Q4 AOV: £298.70

2021 Q4 Revenue: £247,670.822021

Black Friday + Cyber Monday Revenue: £74,4622021

Q4 AOV: £298.70

Before joining us in October 2021, this client had some experience in running Instagram and PPC ads, but only at brand awareness and audience building level. They knew that in order to remain profitable, they needed to shift their focus to creating solid conversions. To do this, they needed an effective sales funnel and to implement and utilise their Facebook pixel. With limited knowledge in this area, they needed our help.

2020 Revenue: £97,096.50

2020 Total Orders: 377

2020 Average Order Value: £297.81

2020 Returning Customer Rate: 9.92%

This client had already built up a solid audience and social following through their Instagram and PPC ads. They wanted to take this further and use the Facebook pixel and an effective sales funnel to start creating real conversions, especially as Black Friday approached. They lacked the time, industry knowledge, and resources to do this and therefore, wanted to outsource their work and find an agency that truly did it all. They wanted to scale with experts who believed in their brand as much as they did.

With those boxes ticked by us, they were excited to benefit from our upgraded service offering which includes the following as a standard:

- Dedicated Account Manager

- Expertise and Management of Facebook, Instagram, Google, Snapchat and TikTok ads

- In-house Copywriters and Graphic Designers

- Web, Email and Branding Support

- Processes and Strategies Developed by Experts

As with every client, we put this brand through our in-depth 14 day onboarding and launch process. Developed in-house by our team of eCommerce advertising professionals, our unique onboarding process includes a 25 page+ journal, completed over 14 working days by Account Managers, Digital Specialists, Copywriters and Graphic Designers.

Our onboarding journal acts as a written resource for both us and the client. A record of important details that help us to form the perfect launch strategy including customer personas, product research and brand analysis.

Website Audit - What needs changing?

Ad Account Audit - How are things looking? Where can we optimise?

Competitor Research - What are they doing that works?Customer Profiling - Detailed customer stories we can target

Pain Point Analysis - What's going on that our customers care about?

SWOT Analysis - Strengths, weaknesses, opportunities and threats for your business

Product, Pricing and Sales Strategy - What products are selling at what prices?

Content Research - What's working and what do we need?

Copy Research - What do customers want to hear?

We used the onboarding process for this client as an opportunity to have an in-depth look into other competitors. With this being such a niche market, we needed to ensure our strategy was completely unqique and individual to the brand. Pairing these findings with what we also learnt about our customers, we were able to craft a bespoke launch strategy with specific copy and content to suit hand-picked audiences within the top, middle and bottom campaigns of our funnel.

Optimising What Already Works

As well as launching our own strategy, it was essential that we optimised what was already working here. As this client had already had success with their own Instagram ads, they had a huge amount of customer data for us to work with. A large part of our launch plan was to also take a look inside the account, be inspired by existing performing audiences, and ensure the account was optimised to the highest standards.

We adjusted budgets on top performing ad sets, switched off ads that simply weren't working and ensure we made appropriate room for launching our new ads.

We’re a team of experienced, passionate advertising specialists. An in-house team of enthusiastic Facebook Specialists, Account Managers, Copywriters and Content Creators; together we provide an unbeatable service that betters your sales and skyrockets your ROI. Our specialism is supporting eCommerce and lead generation brands in scaling their paid advertisement strategies by taking away all the hard work. Our process is to do the hands-on work for our clients and to let them continue doing what they do best – running their business.

When we see success, we optimise. We know what's working and what isn't, so you can be sure our strategies have been tried, tested and are guaranteed to bring your business success.

No matter what product you sell, our ever-evolving optimising and scaling methods can be adapted to work for every business model.

We started our work together in October 2021, which meant we didn't have long to prepare for Black Friday. We began by utilising and optimising the data they already had when it came to audience testing. This included optimising their account daily whilst building and testing new audiences. We made sure we tested these new and existing audiences with specific copy and content on a weekly basis. We adapted our creatives to suit specific events such as payday sales, bank holiday sales, and the all-important Black Friday.

We knew that we also needed a strategy post-Black Friday, so we focused on 'Ski Season'. With 'Ski Season' being such a short period of the year, we knew we had to act fast. We utilised specific ski-season oriented creatives to keep our brand relevant and engaging to current audiences.

As mentioned, we tested new copy and content to the account on a weekly basis before Black Friday. From our onboarding journal and the results we began to see, we learnt that the tone of voice for this brand was very millennial, inclusive and playful. Our tone of voice needed to empower the girls we were speaking to and make them feel part of a community. With a fairly young audience, we know that they respond best to short and snappy copy. In order to see the best results on Black Friday and beyond, we needed to keep our copy within these guidelines and ensure it was consistent across all channels. Below are our top 3 performing ad copies of 2021.

Since joining Social Nucleus, this clients business has skyrocketed. As well as having their biggest Black Friday sale ever, they have also surpassed all their business targets for the year. This client has gained more revenue since joining us than they have throughout their whole time trading.

2021 had been a challenging year for all eCommerce businesses in light of the challenges thrown at them by iOS14. Despite these changes, we continued to test rigorously on this client's account, with various audience and creative testing, daily optimising, and results-led scaling. Thanks to this, our client has seen a strong quarter of very consistent results and extremely high ROAS and we can't wait to move forward with them.

As well as using the Ads Manager dashboards native to each individual platform to pull results, we also used Triple Whale and Shopify to ensure reporting accuracy for this client.

Below are the Q4 results for this client, compared to the quarter before, without Social Nucleus:

Heading into a brand new quarter together, we now have great growth and strong customer insights under our belts. As we move forward together, we plan to take their success to new heights in the new year.

Our strategy for 2022 is to test, optimise and scale. We are already designing and will implement a bespoke and custom scaling plan. This includes new and out-of-the-box audiences paired with brand-new creative angles and a results-led plan for upping budgets, optimising existing performance and achieving even better metrics.

With 'Ski Season' only around for a few months of the year, this poses a challenge to find new relevant angles and strategies that perform all year round. We need to ensure we have a constant stream of new, reinvented creatives to showcase something never seen before and that our current audiences will be interested in, outside of the busy season. Our team are up for the challenge and ready to help this brand grow even bigger in 2022!

Key focuses for this client next year will be:

- New product launches

- Working with more influencers

- More testing of different graphics

- Maximising promotions and angles around Ski Season

- Black Friday and Cyber Monday 2022

- Christmas Gifting

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DISCLAIMER: Although the figures and the results you see on this page are 100% real and genuine, results like these are never guaranteed. We do not promote these numbers with the intention of promising or guaranteeing these results to every business. Our custom advertising methods really can be this effective but there are a number of factors that mean these figures aren't possible for every business. We share these figures for example purposes only and to showcase what CAN be possible. These figures are not overnight successes, this is an essential thing to accept when joining us for this process.

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