- Revenue up 202%
- Ad spend profitably increased by 100%
- 14x Blended ROAS
Background
10 years ago, JARLO was based on a tiny market stall on Portobello Road Market. Since then, the brand has propelled the brand from its humble beginnings to where it is now – stocked and in demand all over Europe, the United States, Australia and Asia.
Offering a diverse mixture of garments, JARLO combines elements of nostalgia with contemporary fabrics and intricate detailing to create something unique.
We partnered with Jarlo in January of 2024, after they had been dabbling in paid ads for a while but hadn’t even scratched the surface on what is possible. Since, we’ve been able to help the brand to achieve unprecedented profitable growth, with a huge focus on efficiency.
Our approach
Our process involved creating a custom built creative strategy centered around hero products and seasonal peaks with Jarlo being primarily an occasion wear brand. We got to work immediately creating powerful content that effectively communicated the brand’s key messages, naturally appealing to the target demographic.
We built out a creative feedback loop, constantly monitoring hook rates and hold rates of our video creatives, as well as conversion metrics such as CAC/ ROAS. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.
How did we do it?
Powerful content
Jarlo are a luxury occasion wear brand, so we addressed the need to create powerful content that communicates the brands luxury feel, ensuring customers are made aware of the quality.
Holistic measurement
Tracking the correct business wide, holistic metrics (not just living inside of the ad account):
MER (Marketing efficiency ratio)
CAC (Customer acquisition costs)
NCAC (New customer acquisition cost)
AOV (Average order value)
CVR (Conversion rate)
Marketing Calendar
This is massively important for all brands, but especially in occasionwear. We worked with Jarlo to build out a marketing calendar so that we could prepare in advance with the correct content for all occasional periods to ensure we are maximising the peak and driving as much profitable growth as possible.
Once we had the full picture with the above metrics we began to work backwards to implement the perfect Meta marketing strategy that would allow the brand to profitably & efficiently scale revenue.
Pain Points
- High returns rate - This is normal in occasion wear
- Lack of creative testing/ content production - Creative fatiguing too quickly
- Creative doing product an injustice - Struggling to bridge the gap between brand and performance
Ad Account Overview
- Super consolidated account
- Having a testing/ scaling CBO campaign - This keeps the account consolidated and removes all wastage
- This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
- Utilising cost control campaign to remain as efficient as possible - We would rather not spend then have wasted spend
We implemented the following:
- Creative testing volume increased to testing minimum of 20 new assets a month (strategised and produced by our in house team)
- Huge focus on efficiency and profitability by tracking net profit at all times and scaling budgets up and down dependant on this
- Creative feedback loop to leave no stone unturned and ensure we are learning from ALL creative tests, using this to inform our creative strategy
Main Ad Account Takeaways
- Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
- Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
- Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
- Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
- Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.
Next Steps
We’ve been able to assist Jarlo to achieve unprecedented growth year to date in 2024, and we look forward to continuing this for the rest of the year heading into busier periods such as Q4.