Fafe Collection

Establishing a sustainable ad creative funnel framework using A/B testing.

"fafe collection" is a jewelry brand from Cologne, founded in 2019 by fashion and lifestyle blogger Franzi König. "fafe" embodies bold ear parties and chunky styles that are right on trend, as well as timeless basics that serve as loyal companions in everyday life and are made to last in special moments.

VISIT WEBSITE

VISIT INSTAGRAM

VISIT WEBSITE

VISIT INSTAGRAM

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

Our partnership with 'fafe collection' began in September 2021, just before the high-revenue fourth quarter. This timing put us under pressure to deliver results quickly to avoid missing out on revenue potential during this crucial period. As a result, the challenge had to be tackled with a sprint approach.

To overcome the skepticism of new customers and build a trusting relationship, we needed to extend and re-segment the customer journey. Simultaneously, we developed a testing roadmap to understand which creatives, placements, and ad formats should be deployed at specific phases of the customer journey.

Our vision was to establish a newly structured and sustainable funnel framework by the end of the year. This framework was intended to serve as a proven foundation for future media strategies for 'fafe collection'.

Services

CONTENT STRATEGY
CREATIVE DESIGN
CUSTOMER JOURNEY MAPPING
MEDIA BUYING

CHALLENGE

Approach

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.

SOCIAL ADVERTISING

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.

Customer Journey

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.