Case Study:
Loop Cashmere
PPC / Ecommerce / DTC
Using granular audience targeting to increase brand awareness and sales for a luxury brand
The Project
Loop Cashmere are a luxury retailer that manufacture and sell 100% cashmere clothing. They approached us in 2021 with a vision to grow the brand through revenue, profitability, customer base and as a brand within the market.
They highlighted the importance of finding the “luxury customer” and that they wanted a tightly targeted approach to this project. This is due to the high number of retailers selling cashmere at a more affordable price for the everyday consumer – meaning that there was a lot of search volume but the users aren’t always particularly the right target market. In this project, we were targeting users looking to spend more money on a higher quality 100% cashmere garment.
In order to do this, we set out by identifying who the target audience was and where we would find them to set the foundations for this growth. We built out Performance Max campaigns, Search & Dynamic Search Ads which were supported by a brand awareness push through Meta, YouTube & Display.
Since partnering up with Loop, we have worked closely with their internal marketing team to drive integrated strategies to reach our goals aligning messaging with the website as well as recommending strategies to drive more sales.
Our Approach
Our approach with Loop Cashmere primarily focused on understanding exactly who their target audience was and how we could get in front of them with targeted ads. To get here, we undertook the following:
Customer Personas – As we know that the key to this project was getting our ads in front of the right audience, we undertook a customer persona project. This mapped out different types of “customers” – their triggers to purchase and their barriers to purchase. This allowed us to really understand what each type of user is looking for and tailor our marketing and messaging to align with this.
Audience Targeting – We needed to really hone in on the luxury customer looking to buy high quality cashmere items. Therefore, we implemented in-market audiences as well as demographic targeting from the data that we had generated to create a unique audience of users with high intent. This worked extremely well and as showcased in our results drove a much better return on ad spend.
Dynamic Search Ads – Utilising Dynamic Search Ads with a product feed attached helped us to drive extra sales as it allowed us to take users directly to the product pages for relevant search queries. It also gave us insights into the real time searches that users were looking for, giving us the opportunity to build these out into their own search ad campaigns.
Integrated Campaigns – The brand were launching multiple offline marketing campaigns including direct mail, digital signage and retail partnerships. We tied this closely to our online campaigns using interest based audiences and location targeting to create a holistic user journey for these users.
Key Areas
Google Shopping
Google Shopping – specifically Performance Max – was crucial in our success of driving more sales for Loop Cashmere.
We analysed their product range and split them into two main categories: clothing and knitwear, and hats, gloves, scarves and accessories. This was due to the differing in price point and also the different buying intent – accessories are more likely to be gifts than clothing and so these users would have different behaviours to users buying cashmere clothing for themselves.
This allowed Google’s algorithms to really learn and understand the different buying signals and patterns to adapt bids at the right times. We utilised the video aspect of the campaign using look-book shoots to really showcase the quality and style of the products.
We honed in on our specific audiences, tailoring the campaigns to these users to get real consumer buy in. By setting up the campaigns in this way, it allowed us to drive a much higher average order value, consistently getting in front of the right type of shopper instead of broadly targeting users looking for cashmere that will generally buy a much lower priced item from more well known retailers.
We also implemented Dynamic Remarketing to create a holistic user journey online, guiding users back to the website to complete their purchases.
Brand Awareness
Brand awareness was a key piece in this project – as the brand had only launched in 2020, there was a lot of work to be done to get more awareness within a market that was already full of well established brands.
We took a multi-pronged approach using both Meta, YouTube & Display advertising allowing us to increase the number of touchpoints that the user experienced to really immerse them in the brand.
We utilised in house videography and designed relevant messaging and logo overlays to create high quality content that could be pushed out across different channels.
As we gathered more data, we had a much better understanding of the target audience, allowing us to create separate campaigns to target each different customer type and tailor the ad copy to their triggers and pain points.
This helped to get generate more exposure to the brand within the market, bringing more users to the site and giving us a more users to retarget to drive them back into the conversion funnel. As one of the key targets was to drive more new customers, this really helped us to find a more engaged audience that had similar characteristics to past converters and bring awareness to the right types of people at the right time.
Testimonial
Cedarwood have worked tirelessly on our account to build a healthy ROAS from scratch. Working with Anna and Lucy is an absolute pleasure, they are professional, hardworking and very responsive.
The Results
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