Case study
Scaling a Streetwear Brand from 400K to 2.4M in 4 Months
The Brand Background
Brand was almost one year old. They started business at the end of January this year by doing micro influencer content and posting organically. It's a good way of advertising, using only barter transactions, though it's time consuming because product has to be sent out and it's strictly linked to time of shipping and it's based on influencer produced CPM's which without huge volume of cooperations could be ineffective in terms of sales. Although it's great for gaining social proof and social recognition. Especially for fashion brands which would love to create a narrative of recognition.
Additionally they used TikTok ads with low budget which springed a little bit of sales.
Around March they also started cooperation with some marketing agency which usually is a bad idea for small brand because most of the times they end up being thrown to interim or outsourced to Fiverr freelancer (and don't get me wrong, Fiverr freelancers can be good but that's like playing the roulette, and you if you invest in marketing agency you don't want right?)
Fortunately the owner of the brand is a clever guy and figured fast that there is something wrong with their work and cut them after 2 months of senseless spending. - that was actually a good move but because the agency "strategies" at the beginning of our cooperation with him we had a huge opportunity cost due to the Meta advertising account placed spending limit.
Through next 6 months he managed to continue with the strategy of TikTok ads and micro influencer endorsement which allowed him to grow.
Beginning of Cooperation: November
1. Offer Testing Using Flash Sale Campaigns
Going into the hottest week of the year of ecommerce you want to be prepared as much as you can. And it means you want to know everything.
From the offer you want to run (Which is most important thing for every business, no matter what and when) to the type of ads and exponential scaling strategy (There are only 10 days in this period and 3rd and 4th are especially hard because people are keeping their wallets for Black Friday and following weekend).
2. Volume Increase of Micro Influencer Cooperation
Through entire period of November we increased the volume of publications from micro influencers which created narrative inside targeted audience of everybody having this brand clothing - therefore demand was growing exponentially alongside with people willingness to spend at this particular period of the week.
3. Black Week
We have entered the Black Week period. We had an offer. We had TikTok running on high budgets of few thousands a day. Unfortunately the Meta ad account spending limit placed after called even by Meta representatives "weird things" didn't allow us to scale as much as we could. Even though pushing through we peaked at 100k Day at Black Friday. With this we closed November with 781k in sales and transitioned into Christmas period with slightly different offer but possibility of running Meta ads without spending limit which turned out could be possible, unfortunately right after Black Friday.
4. Transition into Christmas Sale
Right with the beginning of December we started with bigger Meta presence, running both evergreen campaigns and Christmas dedicated marketing angle which allowed us to put another 643k in sales. With ⅓ coming from Meta and ⅔ from TikTok ads/organic.
5. So Called Q5
Most of advertisers goes off right with Christmas hit which sometimes is a mistake. Few first days can be rough but we know our demography is going to receive Christmas gifts in form of money, therefore we scaled back a little bit and pushed again at last week of December and first week of January with the results of:
6. January
Period which is tricky for most of ecom brands because everybody thinks that after Christmas there is low liquidity on the market. Mostly true, but if you know how to place urgency and manage budgets you can add there fair amounts of revenue to your brand.
7. Too Early Valentine Launch
Our mistake was that we pushed Valentine sale too early which wasn't a January problem but became February problem - instead we could go on with winter sales and start February with a boom, right from the bat when people received their paychecks - lesson learned.
With that we are closing February with only 426k for this brand.
CPA being slightly higher but still in great profit due to strong margins.
Results
With cooperation from every party we took this brand from around ~400k for 8 months to 2.4 MLN in 4 months and looking for scaling even further through entire year for another x8 in next Q4.
Client Testimonial
"I'm more than satisfied with the collaboration. I always believed and knew there was a way to skyrocket sales to this level, but I didn't know how — then I came across you, and we started hitting numbers like this. You showed me what's possible in eCommerce, and I think that if I had done it alone, I wouldn't have reached this level in a year. So once again, thank you so much — the amount I'm earning now has allowed me to move to the city center, and I'm planning to buy a BMW 3 Series haha."