FAFE COLLECTION
SEC. 1
SERVICES
Content Strategy
CREATIVE DESIGN
CUSTOMER JOURNEY MAPPING
MEDIA BUYING
CHALLENGE
At the start of our collaboration, 'fafe collection' faced several significant challenges. The previously published ads were not achieving a profitable ROAS, and click-through rates were low. The ad account lacked a systematic funnel hierarchy, and there were gaps in tracking.
The biggest hurdle for 'fafe collection' was gaining the trust of new customers and establishing itself as a premium jewelry brand in the online space. Given the noticeable quality differences in the industry, there is general skepticism toward new and unknown brands.
APPROACH
SEC. 3
Relationship
With 'fafe collection,' we didn't just establish a business relationship; we developed an intense and purposeful partnership. At BENCHMARKED, our role is multifaceted: we're not only the experts in performance marketing but also strategic advisors and creative visionaries. The numerous communications, reflections from various perspectives, and constant A/B testing of creatives reflect the depth and intensity of our collaboration.
Daily interactions and ongoing analyses were at the core of our cooperation. Our focus was always on maximizing the potential of available resources and elevating the creatives to new heights. Our close connection and continuous effort demonstrate a deep understanding and a shared goal: achieving the best possible success for 'fafe collection.'
Our partnership with 'fafe collection' is a testament to how passion, dedication, and the right strategy can lead to sustainable success.
SEC. 4
Optimizing the Customer Journey for Paid Performance
To give customers more time and space to build a relationship and trust with the brand, we developed an extensive 60-day Paid Performance Customer Journey, divided into three critical phases: Prospecting, Re-Engagement, and Retargeting.
We further segmented the Re-Engagement and Retargeting phases into 0-7, 7-14, and 14-30 day intervals. This approach allowed us to target users with the right ads and creative content at the most impactful stages of their journey.
SEC. 4
A/B Testing to Enhance Ad Performance
Through intensive A/B testing, we systematically analyzed the entire customer journey and established clear guidelines for which types of ads should be placed at different stages.
For example, we discovered that "NEW IN Ads" are particularly effective in the Re-Engagement funnel during the 14-30 day period to reactivate users. Similarly, we found that "Testimonial Ads" should be placed in the Retargeting phase within the 0-7 day window to overcome last-minute objections and drive conversions.
In just four months, we tested, evaluated, and optimized more than 750 ads. This systematic approach enabled us to strategically optimize ad placements, resulting in a 190% increase in click-through rate (CTR) compared to the previous period.
ADS TESTED
+750
CTR UPLIFT
+190%
SPLIT LIFESTYLE ADS
SHOP THE LOOK COLLAGEN ADS
PRODUCT IMAGE ADS
SHOP THE LOOK ADS
TESTIMONIAL ADS
SHOP THE LOOK COLLAGEN ADS
PRODUCT BENEFIT ADS
NEW IN PRODUCT ADS
Targeted Customer Engagement Through Video Ads in the Prospecting Funnel
During our A/B testing phase, we discovered a crucial insight: the highest revenue volume was achieved by scaling the Re-Engagement funnel. This realization led to an expanded role for the Prospecting funnel in the customer journey, with the goal of feeding the Re-Engagement funnel and emotionally connecting users with the brand from the very beginning.
Our approach focused on using only video ads in the Story placement within the Prospecting funnel. Compared to Feed placement, Story placement proved to be more cost-effective in terms of delivery costs, allowing us to reach a larger audience with the same budget. Our videos alternated between lifestyle content that conveyed the brand’s essence and videos featuring founder Franziska König, putting a face to 'fafe collection.' This strategy enabled us to present the brand in a trustworthy and engaging manner, effectively guiding the customer journey.
SEC. 5
Social Media Ads as an Extension of the Marketing Calender
From September to December, we strategically leveraged social media ads at 'fafe collection' to highlight special promotions, celebrations, and events, significantly boosting online store sales.
Our collaboration with the 'fafe' team was marked by creative initiatives, such as rebranding Black Week to "Beige Week" to align with the 'fafe collection' brand identity. We also promoted special offers like free engravings as Christmas gifts.
While 'fafe' brought innovative ideas like these to the table, we ensured their effective implementation. We provided strategic advice to make sure each campaign was consistent and impactful within the broader marketing strategy.
These planned actions, aligned with a comprehensive marketing calendar, not only drove sales but also played a crucial role in keeping the community active and engaged.
SEC. 5
SEC. 7
ZUSAMMENFASSUNG
A Framework for the Future
Through our intensive collaboration with 'fafe collection,' we have established a solid foundation for future growth in just four months. During this brief period, we worked closely together, gained data-driven insights, and meticulously planned our strategy.
Our focus was on extensive A/B testing at the creative level, allowing us to develop a variety of design templates that 'fafe collection' can now reuse flexibly. These efforts not only enhanced efficiency but also boosted the click-through rate (CTR) by an impressive 190%.
A key aspect of this partnership was the creation of an efficient paid media framework seamlessly integrated into 'fafe collection's' marketing calendar. This framework now empowers 'fafe collection' to sustainably increase brand awareness and attract new customers throughout the customer journey.
BENCHMARKED is a german digital marketing and consulting fashion agency, that combines data science with expert industry knowledge to build better brands and products.
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