ROAS of 10 for fashion ecommerce brand

Supporting the Noel Asmar group of luxury fashion brands as they scale their brands from bricks to clicks.

The Canadian and US based Noel Asmar group comprises a number of luxury fashion brands that have been traditionally sold via wholesale and bricks and mortar stores. 

Recognising the disruption in retail, the company tasked us helping them launch and scale paid social advertising camapaigns and scaling their direct to consumer revenues through their ecommerce stores. 

Their founder and CEO Noel Asmar says:

'It has been amazing working with Tash and the team at Bolt Digital. Bolt Digital have run all our paid traffic accounts for two of our niche fashion brands including paid social, Google search and retargeting. At a time when bricks to mortar is declining and we wanted to drive bricks to clicks, we tasked Bolt Digital with acquiring new customers and helping drive repeat purchase, they have been instrumental in helping us grow the direct to consumer side of our business. 

Our ROAS from paid social for the period of working with Bolt Digital has been consistently at 5 or above and our ROAS from paid search up to 12. Bolt Digital have also supported us on the creative side, producing video assets for us and helping us understand how important it is to test a variety of ad creatives and never expect that what we think will perform to be our 'winning' ad. 

Bolt Digital have treated us as a partner not just a client - and that's becoming a rare find.' 

Noel Asmar, founder & CEO of Noel Asmar Group

The Noel Asmar Brands we worked on

Noel Asmar Uniforms

Noel Asmar Equestrian

The problem faced in retail 

Traditionally, luxury fashion brands such as Noel Asmar Equestrian and Noel Asmar Uniforms have been sold via wholesale and bricks and mortar stores. The Noel Asmar group also used real world relationships, exhibitions and print advertising to build their brand and scale sales and distribution.

But with the online revolution clearly happening all around us, the group tasked us with building them a direct to consumer route to market via their Shopify website. 

The two brands, one luxury lifestyle sports fashion and the other uniforms, needed a slightly different route.

For Noel Asmar Uniforms, part fashion ecommerce, part B2B sales, we knew we targeting the right people would not be easy, although we were confident the brand had the right imagery and products to stand out and succeed in the social landscape. 

Let's fast forward to the results. 

Only a ROAS of 10.5 in our latest month of running the campaigns!!!!!

By comparison, Noel Asmar Equestrian had perhaps an 'easier' audience to seek out socially but with premium price points, it's not always simple to get buyers to buy there and then from mobile devices.

Using our proven 9 step process for scaling ecommerce brands (video below) along with our propriety advertising funnel for ecommerce AND our formula for rapidly launching and testing creatives, as well as telling the brand story through advertising creatives, our paid social campaigns were able to contribute up to 50% of D2C revenue going through Shopify. 

We were tasked with expanding into Google search and shopping ads, and our ROAS for both brands, from Facebook AND Google ads, for year to date has consistently been 5 and above on a month by month basis.  

Here's some of our results in more detail

  • Return on adspend: up to 10.54 on a month by month basis (that means for every $1 spend on ads, the brand gets $10.54 back - oh and acquires brand customers with lifetime value). 
  • We are particularly proud of our Top of Funnel campaigns to 'cold' audiences - which have achieved Returns on Adspend of 4.10 - 10.08.
  • Top performing campaigns: BOF ATC days 0 - 2 with ROAS of 42.46
  • Number of creatives launched and tested: 208
  • Year to date ROAS from Facebook & Google: 5 and above.

Here's How We Did It

Step 1: Building out the perfect ready-to-purchase consumer audience at Top of Funnel

The first step is to put budget into rapidly testing audiences using a mix of interests, lookalikes and LTV audiences to find those that will perform the best. The screenshot below shows just some of the audiences, placements and conversion objectives tested for these brands. 

Our first goal is to find the 'right' audience and we 'soft stats' such as CPM, CTR and CPC to determine our success and monitor improvements.

Step 2: Creative split test

Next, within these audiences, creatives must be split test. Our approach is to never stop launching and testing new creatives, even when one seems to be a 'winner' and to try and tell the brand story through creatives to get purchasers to really understand why these brands are different to competitors. 

We are always aware that what we think is 'best' may not be the best and that what works best for one brand may not work best for another. 

And that proved to be the case where, where on the Equestrian brand we found that 'quality' creative (ie professionally filmed studio footage using models) performs better than 'real' creative (ie user testimonials filmed selfie style on iphones).

With the Uniform brand the opposite was true though, and we discovered 'real' people outperform model/slick campaign images and video. You can see the testing that went on the creative snapshots below. 

Step 3: Funnel optimisation

Once the funnel is in place, ongoing campaign management involves:  

  • Continuing building upon Campaign, Audience, Targeting, and conversion lessons learned.
  • On-going Campaign Management, including: Strategy, Copy, Creatives, Split-Testing.
  • Optimisation and Scaling of Successful Ad campaigns and Retargeting campaigns.
  • Continued creation & improvement of Facebook Ads campaigns based on strategies that work. 
  • Continued creation & improvement of Facebook retargeting campaigns based on strategies that work
  • Audience and conversion data collection and analysis.
  • Advising on Recommend Ad Spend to enable scaling.
  • Monthly reporting of ad results.

We call it babysitting - and every account we work on needs babysitting for at least 27 hours per month

Step 4: Going multi channel

With the campaigns delivering at above our target ROAS and also stable, it was now time to scale the campaigns and increase adspend and results.

We were also tasked with bringing in new traffic and purchasers from Google Adwords, Google Shopping and YouTube. 

We can't wait to see what our next e-commerce client brings in!  

P.S. If you're skimming and just wanted to see what the offer was... you can request a free strategy call to have myself and my team personally audit your business and ad campaigns and advise on how to scale and succeed with FB ads