Unlocking Growth for a Men’s Accessory Brand with Paid Advertising

  • 89% YoY overall sales growth
  • 116% YoY paid ads revenue growth
Elegatto infographics

Objectives

50%+ YoY revenue growth

About the Client

Elegatto is a US men’s accessory brand based in the center of Los Angeles, thoughtfully developed by Californian entrepreneurs and designers. The brand was founded in 2017 with the mission to provide premium quality accessories at affordable prices. The company has delivered on its promise to more than 85,000 customers in the US alone and is known by more than 117,000 men worldwide. Elegatto’s ascetic style is recognizable by its minimalistic design and attention to detail, allowing customers to uncover accessories for any occasion. From pure minimalism to beach-style nautical, their designs provide a personal touch to accent any lifestyle.

Challenges

Elegatto had ambitious business growth plans to scale at least 50% YoY, aiming to elevate sales through the power of paid advertising. While their in-house team worked hard, they experienced difficulties in delivering consistent results when scaling paid campaigns. To overcome these challenges, Elegatto sought external help from VIDEN, who had successfully grown a great number of eCommerce businesses. Recognizing the potential of video and user-generated content (UGC) ads, Elegatto needed experts to craft high-performing video campaigns and scale them effectively. Throughout their journey, Elegatto faced several additional challenges, such as:

  • Customer acquisition cost increases due to rising competition, higher marketing spending, and the increased cost of digital advertising. Economic factors such as inflation and high demand for digital ads also drove up costs.
  • The company had not yet established strong brand recognition and struggled with communicating unique selling propositions for target audiences.
  • Lack of internal resources to effectively analyze performance data to improve conversion rate and value per customer, or to develop a comprehensive creatives production/testing system in place.  

Solution

Campaign Strategy

  • Multichannel ads strategy development to reach and convert the target audience
  • Testing creative concepts (images and videos) to identify the leading ones for ads and social media
  • Optimizing paid ad campaigns based on incremental value (and ROAS)
  • Sales and promotion planning
  • Conversion rate optimization 

To achieve Elegatto’s goals, the VIDEN team crafted a well-rounded advertising strategy across multiple paid media channels. We began with Meta ads. Two months later, we took the next step, setting up TikTok and Pinterest ads, and then after another two months, we rolled out Google ads. The budget was allocated across the ad platforms based on their incremental value and efficiency (incremental ROAS). 

We started by conducting a thorough audit of the existing ad accounts and came up with a more optimal structure designed to scale campaigns effectively. That allowed us to scale paid campaigns over 2X in sales volume while remaining stable ROAS. Our focus shifted to developing optimized campaigns to attract new customers rather than repeatedly targeting the same audience.

Our design team stepped in to create fresh, eye-catching creatives consistent with different levels of purchase consideration to ensure we deliver personalized messaging based on customer intent. We also produced engaging Meta and TikTok video ads to diversify content, increase engagement, and raise brand awareness. 

To make Meta dynamic carousel ads more striking and informative, we designed custom frames to enhance their visual appeal.

At the same time, our analytics and data teams went to work behind the scenes, improving and fixing data collection across Google Analytics 4 and advertising platforms. We brought all data, including Shopify, into actionable reports and dashboards to monitor the performance of campaigns and identify areas of improvement.

Following our recommendations, the client tested different offers and adjusted prices, which resulted in a 40% average order value increase and helped maintain ROAS when scaling campaigns. To ensure nothing was overlooked, our team created a comprehensive checklist that helped prepare for sales and maximize results.

We saw an opportunity to make Elegatto’s website work even better, so we teamed up with their developers to optimize it and boost the conversion rate. We identified areas to improve collection and product pages to make add-to-cart and purchase rates soar above the industry average.

Results

In just 6 months of the VIDEN and Elegatto collaboration, we’ve achieved truly remarkable results, ones that exceeded our expectations. Our partnership has driven impressive outcomes that continue to set new benchmarks for success:

An 89% year-over-year increase in gross sales and a 116% YoY increase in paid advertising revenue while maintaining efficiency (ROAS): 

  • Meta ads: 124.4% year-over-year revenue growth.
  • Google ads: 78.1% year-over-year increase in revenue.
  • TikTok ads: 207.4% year-over-year revenue growth.
  • Pinterest ads: 718.9% year-over-year boost in revenue.

We are excited to take on more challenges and opportunities as our team continues on in our partnership with Elegatto.

 

 

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