Meet Scotch & Soda
Despite a strong presence in the fashion industry, Scotch & Soda faced growing competition and rising CPMs on Meta. To keep growing and lift sales, they needed a stronger Paid Social strategy. Scotch & Soda came to Uppercut Digital to help take the business to the next level.
The Challenge
Our initial audit showed they needed a sharper Paid Social approach. We set out to grow the business by improving their creative strategy and putting more focus on acquiring new customers. That meant improving what they already ran and adding new tactics to extend their reach.
Lack Of Catalogue Ads
Scotch & Soda weren't using catalogue ads, one of the most useful tools for ecommerce sales. Catalogue ads show each person products based on their interests and behaviour, which makes the ads far more relevant. Without them, they were missing a strong way to show their range to potential customers, which held back online sales and conversion rates.
Over-reliance on Retargeting
The existing strategy leaned heavily on retargeting, with too little effort going into prospecting for new customers. Retargeting converts people who are already interested, but relying on it too much limited their reach. Without proper prospecting campaigns alongside it, Scotch & Soda struggled to grow their customer base and reach new segments, which long-term growth depends on.
Poor Creative Strategy and No A/B Testing
A weak creative strategy and no A/B testing held back ad performance. Creative does a lot of the work in catching attention and driving engagement. Without testing different ad formats, visuals and messaging, Scotch & Soda couldn't learn what worked best with their audience. Creative went stale, engagement dropped, and the chances to improve their campaigns went unused.
Our Approach
Our work for Scotch & Soda brought together Google Ads, Paid Social.
Paid Social across AU & NZ
- Refined audience targeting
- Tested creative strategies with A/B testing
The Results
Improvements in Overall Website Sales For Both Markets
Our optimisation of Scotch & Soda's Paid Social campaigns improved results across both Australia and New Zealand. We refined targeting, strengthened the creative and introduced A/B testing, and campaign performance improved markedly.
- Year On Year (YoY) increase in conversion rate across both sites
- YoY increase in overall online revenue for AU
- YoY increase in overall online revenue for NZ
Outbound Click-Through Rate (CTR) increased by 71% (from 1.02% to 1.74%)
- New Customer Cost Per Acquisition (CPA) dropped
An overall Paid Social ROAS of 9:1
- Increase in outbound CTR (from 0.5% to 1.17%)
- New Customer Cost Per Acquisition (CPA) dropped
