Vuzo met the Sophie Conran team in 2019 in growth mode.
The ecommerce marketing team were going through all the excitement and challenges of a young brand with ambitious plans but tight budgets.
The Challenge
The team had hit the limit of the ROAS that their PPC campaigns could deliver in the competitive homewares space, and it wasn’t enough to support their business model and growth plans.
Our Approach
We coupled our expertise with eCommerce data, to re-build audience segments and change postcode targeting. This delivered a 50% reduction in CPC within 40 days of going live. This result re-balanced the ROAS equation for the marketing team, and freed up cash. The Marketing Manager decided to re-invest this cash into new advertising budgets, to aggressively increase market share in time for Christmas.
Crucially, because this market share was for among customer segments known to have high lifetime value, the gains were long term and the growth was sustainable.
Key outcomes:
50% reduction in CPC within 40 days
Updated audience segmentation
Updated postcode targeting
Increase in Quality Scores