Case Study:
2020 Ecommerce Performance

Arm Candy’s media strategy focused on the lower-funnel channels, Paid Social and Programmatic Display, to efficiently drive sales. We designed campaigns for both channels that leveraged tactics driving the strongest ROAS. 

We rolled out Social first, ramping up with a mix of conversion, DABA, DPA campaigns. As we scaled positive returns on Social, we added in Programmatic Display towards the end of Q1. Programmatic Display allowed us to have a more robust retargeting strategy, supplementing the efforts on Social. 

We continued to see success with our media strategy and were able to scale media investments to maximize BodyGuardz revenue during key months. This allowed for the brand to see record monthly revenue in Q2. 

 

Our Partnership-To-Date

Approach

During the first phase of our partnership, we launched Paid Social and Programmatic Display. We leaned into the top performing tactics for Bodyguardz, ramping up in spend as we optimized. Once we established a strong foundation, we were able to maximize the advantageous buying environment caused by COVID-19, which resulted in a large spike in Q2.

Results

Over the course of these past 6 months, Arm Candy has driven a 9.4% increase in revenue year-over-year for Bodyguardz. We achieved a 3.95 ROAS, exceeding our goal of a 2.0 ROAS. 

 

 


+9.40%
Increase Revenue YOY
3.95
ROAS
+20%
eCommerce Conversion Rate
$3.23
Cost-Per-Purchase

Q2 2020 Performance

Approach

After establishing a strong foundation in Q1, we were able to capitalize on the digital media efficiencies found during the spring of 2020, while continuing to optimize towards top-performing tactics. The media efficiencies mixed with the shift in consumer behavior to more online shopping created the perfect opportunity to leverage incremental media funds and maximize BodyGuardz revenue while maintaining 3+ ROAS.

Results

Over the course of Q2, we increased revenue by 22% year-over-year and 27% period-over-period. During this time, we held a 3.97 ROAS.

 


3.97
ROAS
+22%
Growth in YOY Revenue
+27%
Increase in Revenue from Q1

Q1 2020 Performance

Approach

We started off our campaign with a slow ramp on Social, leveraging a smaller percentage of the budget in the first few weeks to establish learnings while spending responsibly and hitting our 2.0 ROAS goal.

As we leaned into our top performing tactics we scaled media spend and continued to see strong returns. This allowed us to diversify our creative strategy and hone in on which products and ad formats work best for BodyGuardz on Social. In March, we also introduced display to supplement our retargeting efforts on Social.

Results

Over the course of Q1, we established learnings, leaning heavier into Facebook as that proved to be a great channel for driving sales for the Bodyguardz. Their screen protectors and SlideVue cases were their most successful products, making up 23% of revenue. We achieved a ROAS of 3.90, surpassing our ROAS goal.

 


3.90
ROAS
$2.77
Cost-Per-Purchase

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