Case study

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

Category
Jewelry
Scope
Strategy, performance
Links
WebsiteInstagram
Two women back to back wearing gold hoop earrings and ear cuffs

About

“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.

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’.

Results

+190 %

Click-through rate compared to the previous period

750+

Ads tested, evaluated and optimized in four months

Projects

  1. 01Social media advertising09/2021 – 12/2021
  2. 02Customer journey09/2021 – 12/2021
Woman with a blonde bob wearing gold hoop earrings and an ear cuff

09/2021 – 12/2021

Social media advertising. Clear rules for which ad runs at which stage.

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.

Fafe Collection ad: woman with a blonde bob wearing Basic Hoops
Fafe Collection ad: gold hoop earrings with stones, worn and as a product shot
Fafe Collection ad: gold Basic Hoops in three sizes
Fafe Collection ad: silver hoops and ear cuffs on an ear, each labeled
Fafe Collection testimonial ad: layered chain necklaces with a five-star customer review
Fafe Collection ad: gold hoops and ear cuffs, worn and as a product shot

09/2021 – 12/2021

Customer journey. A 60-day funnel in three phases.

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.

Funnel map of the 60-day paid performance customer journey from a 2021 BENCHMARKED presentation

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