In the first half of 2024, our team at Brick undertook a transformative journey with an apparel brand, propelling its sales by 69% compared to the first half of 2023. This was achieved by nearly doubling our Facebook ad spend while maintaining the blended ROAS goal. This case study explores the analytical depth and nuances that we were able to achieve to help us drive such scale for this client.
We performed all of our analyses using features within Triple Whale. We used Triple Whale’s dashboard to analyze sales over time for a period of two years. The data revealed a pattern that underscored the brand's challenge: a significant reliance on the summer season. During that peak period, the brand thrived, but the graph showed a clear drop in sales once the summer ended. The stark difference between the heights of summer sales and the lows of other seasons showed the brand's seasonal dependency, which has made it hard for the brand to scale.
The sales graph showed a notable dip after the summer peak, indicating a decrease in customer engagement and purchases. The numbers clearly depicted the problem at hand; without the warm weather to bolster sales, a strategic pivot was needed to maintain sales momentum throughout the year. The fluctuating graph lines didn't just represent numbers—they symbolized the brand's pressing need to diversify and stabilize its sales cycle throughout the year. This analysis was a wake-up call, highlighting the urgency for a shift in strategy to address the inherent seasonality issue and ensure a more consistent sales performance year-round.
Our challenge was complex, but not one we hadn't tackled before: Break the brand's dependence on a single seasonal peak and drive success for their newly launched winter line. This strategic pivot wasn't just about introducing a new set of products—it was about reshaping the brand’s seasonal narrative and capturing market share in a competitive space.
The task was twofold. First, we needed to make the winter line stand out in a saturated market, ensuring it was not only visible but desirable to both loyal customers and potential new ones. Second, our work required a careful balance between pushing the new line and maintaining profitability. We couldn't just throw resources at the problem; we had to be smart, using multiple data sources to guide our decisions.
Our approach was tuned to kick off the year by boosting our new product line sales and smoothly transitioning our focus towards our summer lineup as the year progressed. The main hurdles we encountered involved navigating the high costs of reaching our audience due to stiff competition and finding the right ad strategy that would allow us to boost our ad spending efficiently while keeping our ROAS and ad costs within our target range.
The turning point in our strategy came from a collaboration between our media buying and creative team to identify insights from rigorous A/B testing. Our media buying team extensively used Triple Whale’s triple pixel charts feature to analyze CPMs of different creative formats like static images and reels for the new winter product line. The goal was to identify which creative format consistently had low costs and good results. These tests revealed that Reel ads were a significantly more cost-effective and engaging format than traditional static ads. This discovery informed our decision to shift ad spending towards Reels to scale the new product line.
Another interesting insight we discovered was that isolating winning creatives into their own ASC+ campaign yielded better results for new customer acquisition. We used Triple Whale’s triple pixel new customer ROAS (ncROAS) data to compare the performance of this new isolated ASC+ test with other campaigns, and we saw better results here. This allowed us to gain more control over our ad spend and optimize for new customer acquisition and overall ROAS. We started testing isolated ASC+ campaigns with a 50% existing customer cap. Using this strategy, we scaled a single piece of creative from $100 per day to about $1,400 per day while keeping the average ROAS around 2X.
To further refine our approach, we leveraged Triple Whale’s attribution models to track the performance of our ads across various customer touchpoints. This helped us identify the most effective creatives from previous peak seasons, focusing on those with high spend, high engagement, and low costs. We repurposed these winning creatives for new customer acquisition, particularly transitioning into the warmer weather product ads. By using post IDs of these highly engaging ads, we set up isolated ASC+ campaigns at smaller budgets and scaled them as we observed positive results.
The outcome of our strategy was a substantial increase in sales, achieving an impressive 69% growth from January 2024 to May 2024 compared to the same period in the previous year and we were able to crack the first $1m in sales for this client. This growth was not just a numerical milestone; it represented a significant transformation in how the brand approached its marketing and sales strategies. The strategic use of Reel ads, which captivated audiences with dynamic and engaging content, played a pivotal role in this success.
By leveraging the power of data-driven scaling using Triple Whale and creative repurposing, we effectively broke the brand's dependency on seasonal trends, ensuring a more stable and consistent sales performance throughout the year.
Our next goal with this brand is to achieve its first $1.5 million sales month during this peak season. We’re on track to do that, having already hit $1 million in sales in a 30-day period.
Our strategy moving forward involves using a similar framework to rigorously A/B test different creative types, formats, and copy for summer apparel to identify winning combinations that can be scaled in isolated ASC+ campaigns for new customer acquisition without hurting secondary metrics like CPMs at higher spend. We will continue leveraging Triple Whale’s comprehensive analytics suite to monitor performance, optimize ad spend, and drive sustained growth.
In summary, our success with this apparel brand, along with many of our other partners, underscores the power of strategic, holistic, and data-driven decision-making. By leveraging Triple Whale's advanced features, particularly the Triple Pixel, we uncovered valuable insights, optimized our ad strategies, and achieved significant sales growth.
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