Helped Flinn & Steel to profitably increase their revenue by 200% in the first 4-5 months of 2023!
Revenue has increased by 200% in the 5 months we’ve worked together
Ad spend has been tripled in this period, and efficiency has maintained during scale
Budget has been increased by 50% on average monthly
Had best ever sales month in May 23
About
We partnered with sister brands Flinn & Steel, and Jessica Flinn Jewellery in December of 2022.
They’d worked with quite a few different marketing agencies in the last few years, but hadn’t managed to find the right fit. In Q4 of 2022, they took their paid media in house temporarily.
How did we do it?
When we did our initial ad account audits, we saw lots of money being left on the table. The main issues we noticed:
Spending a good chunk of budget optimizing for the wrong conversion objective (traffic, brand awareness)
Not enough creative being tested to scale efficiently
No real account structure in place Budget being allocated poorly
Majority being spent on mid/ bottom of funnel which led to overall performance being cannibalized
Ad spend tripled
175% Increase in conversion rate
Orders increased by 150%
We started by moving all budget to conversion optimised campaigns, if our objective is to drive purchases, then we should always optimise for this. Regardless of poor advice from ‘gurus’ online telling you traffic campaigns bring people into the funnel for a cheaper cost. Always optimise for conversions!
Next, we built out an efficient ad account structure built for scaling spend.
TOF ABO - Testing campaign - 10% of total budget
TOF CBO - Scaling campaign - 70% of total budget
MOF - Retargeting campaign - 20% of total budget
Each campaign has a different purpose in our overall strategy. We test new assets weekly in the testing campaign, and scale what works into the scaling campaign. The purpose of the scaling campaign is to drive the volume we need. The purpose of the retargeting campaign on a low budget is to drive really nice efficiency and push customers over the line
Our new structure allowed us to increase our creative testing significantly. We then started testing 5-10 new assets weekly, which of course led to more winners being scaled, and more feedback that we could learn from to iterate on.
We then built out a solid creative feedback loop, which meant our partners over at F&S constantly knew which assets we’re driving the best results, so they could go and product iterations. More winners = better results.
Implementing the above strategy, we managed to increase ad spend by 50% monthly on average from Jan-June 2023.
Hear from our partners
We’re looking forward to continuing to break records as we approach the peak period of the year in Q4!
