Just Wears are a leading brand in the apparel industry, and are well known for their commitment to comfort and quality, style and innovativeness. Having begun as just an idea in a youth hostel, Just Wears quickly took off on Kickstarter, and shortly after was successfully introduced to the BBC2 program – Dragon’s Den. With a focus on providing ultimate comfort and performance in mens underwear, Just Wears has established a strong reputation in the market and garnered a loyal customer base.
Just Wears approached us with the intent of drastically reducing their CPA on the platforms they were running on at the time, while at the same time increasing sales. We also discussed a key KPI for them being their New Customer Acquisition cost, which we would also work on reducing. As we began our partnership in November, we quickly found ourselves in the midst of a Black Friday campaign, which meant we needed to find the efficiency we required swiftly.
Our strategy for Just Wears was a comprehensive revamp of their digital advertising, emphasising advanced media buying techniques and intricate campaign optimisation.
Key aspects included:
- Precise Audience Segmentation: We fine-tuned target demographics, ensuring ads reached the right audience, minimising waste.
- Data-Driven Decisions: Continuous KPI monitoring informed real-time adjustments, optimising outcomes.
- Dynamic Budget Allocation: Budgets were dynamically shifted to campaigns showing the best results, boosting ROI.
- Optimised Bidding: Real-time bid modifications ensured cost-effective ad placements.
- Seasonal Campaigns: Tailored Black Friday, Christmas, Valentine’s & Father’s Day campaigns capitalised on peak shopping periods.
- Conversion Enhancement: Technical analysis improved website conversion rates.
- Lookalike Audiences: Refined profiles of potential customers expanded reach.
- Constant Learning: Our strategy evolved based on insights and market changes, ensuring ongoing success.
As the New Year dawned, our strategy evolved in response to seasonality. Valentine’s Day saw our first New Year seasonal campaign, and with it we knew we needed to produce creatives that would once again be aimed at the female gifter, but in a slightly different light. Once we had the basis of those creatives, we built a foundation for this audience that would help us with other seasonal campaigns, including Father’s Day. We took advantage of this time to test new creatives and explore uncharted audience
