HOW WE STYLISHLY HELPED SCOTCH & SODA ACHIEVE MASSIVE YEAR ON YEAR GROWTH
IN UNDER 3 MONTHS
Scotch & Soda is a renowned fashion brand with a strong presence in both Australia and New Zealand, known for their unique and stylish collections. When they approached us at Uppercut Digital, they sought to enhance their Paid Social strategy and creative approach to drive significant growth. Through a strategic and optimized revamp of their Paid Social campaigns, we helped Scotch & Soda refine their existing strategy and unlock massive yearly growth. Our efforts led to a remarkable increase in their traffic and sales, solidifying their position as a leader in the fashion industry.
The CHALLENGE
Despite a strong presence in the fashion industry, Scotch & Soda faced challenges with increasing competition and rising CPMs on Meta. To continue their growth trajectory and boost sales, it was crucial to enhance their Paid Social strategy. Scotch & Soda reached out to Uppercut Digital to help take their business to the next level.
Our initial audit revealed the need for a refined and comprehensive Paid Social approach. By optimizing their creative strategy and focusing more on acquiring new customers, we aimed to drive business growth. This meant improving their existing strategies and implementing new tactics to increase their reach and effectiveness, offering a unique challenge and opportunity.
Key Problems
- Lack Of Catalog Ads
Scotch & Soda had not leveraged catalog ads, a crucial tool for pushing ecommerce sales. Catalog ads dynamically showcase products based on user interests and behaviors, significantly enhancing relevance and engagement. The absence of these ads meant they were missing out on a powerful way to display their diverse product range to potential customers, limiting their ability to drive online sales and improve conversion rates. - Over-reliance on Retargeting
The existing strategy heavily emphasized retargeting, with insufficient efforts directed toward prospecting new customers. While retargeting is essential for converting interested users, relying too much on it restricted their reach. Without a balanced approach that included robust prospecting campaigns, Scotch & Soda struggled to expand their customer base and tap into new market segments, which is vital for long-term growth and market penetration. - Poor Creative Strategy and No A/B Testing
A weak creative strategy coupled with the absence of A/B testing led to suboptimal ad performance. Creative elements in ads play a significant role in capturing audience attention and driving engagement. Without testing different ad formats, visuals, and messaging, Scotch & Soda missed the opportunity to understand what resonated most with their audience. This stagnation in creative optimization resulted in lower engagement rates and missed opportunities for campaign improvements, ultimately impacting the overall effectiveness of their paid social efforts.
Our Approach
At Uppercut Digital, our approach is as unique as the businesses we serve. We understand that a one-size-fits-all strategy simply doesn’t cut it in today’s digital landscape. Instead, we champion an omni-channel methodology that integrates SEO, Google Ads and Paid Social Ads, ensuring that your brand voice resonates consistently across all platforms.
This isn’t about using a cookie-cutter formula but crafting a bespoke strategy tailored to your brand’s essence and objectives. By harnessing the strengths of each platform, we build a cohesive, amplified digital presence that drives results, transcending the ordinary and embracing the extraordinary.
DIGITAL MARKETING AUDIT
A thorough audit of your website is conducted, analysing various aspects of the website, such as design, user experience, content, and technical elements. The audit also includes an in-depth analysis of the website’s SEO, speed, and mobile responsiveness. This will help us identify any technical issues or areas for improvement that may impact the website’s performance and user experience.
COMPETITOR ANALYSIS
At Uppercut Digital, we don’t just keep pace with competitors – we outpace them. By meticulously analysing their strategies and performance, we pinpoint their strengths to surpass and weaknesses to exploit.With our years of expertise, we refine and elevate your digital approach, ensuring that once your competitors are knocked down, they won’t get up from the count.
TARGET AUDIENCE RESEARCH
We conduct research on your target audience to understand their needs, behaviours, and preferences. This research helps us understand what your audience is looking for, how they interact with your website, and what motivates them to take action. We use this information to tailor the strategy to reach your target audience effectively, by understanding what message and channels resonates with them.
CREATING THE STRATEGY
After the website audit competitor analysis and target audience research, we create a comprehensive digital marketing strategy for your website. The strategy includes plans for improving the website’s performance and user experience, tactics for increasing visibility and driving traffic to the site, as well as a plan for creating and distributing engaging, relevant content and utilising social media and other digital channels to reach your target audience.
IMPLEMENTING & MEASUREMENT
We research and analyse your competitors’ websites and digital marketing strategies. This helps us understand their strengths and weaknesses, as well as identify opportunities for your website to stand out. By understanding what your competitors are doing, we can identify areas where your website may be lacking in comparison and areas where you many have a competitive advantage.
REPORTING & OPTIMISATION
Digital marketing efforts. These reports are tailored to your specific goals and objectives, and provide in-depth analysis of key performance indicators (KPIs) such as website traffic conversions and engagement. We highlights areas of success and opportunities for improvement. Based on this data, we work with you to optimise the strategy and tactics to drive even better results.
results so far
Improvements in Overall Website Sales For Both Markets
Our strategic optimization of Scotch & Soda's Paid Social campaigns yielded impressive results across both Australia and New Zealand. By refining targeting, enhancing creative strategies, and implementing A/B testing, we significantly improved their campaign performance.
This comprehensive approach not only boosted engagement and conversions but also led to substantial increases in overall sales and revenue for their website, showcasing the effectiveness of our tailored strategy. We saw:
- 50% Year On Year (YoY) increase in conversion rate across both sites
- 108% YoY increase in overall online revenue for AU
- 222% YoY increase in overall online revenue for NZ
Exceptional Paid Social Improvements In Australia
In Australia, we focused on improving new customer acquisition whilst maintaining return on ad spend (ROAS). Through meticulous audience segmentation and creative optimization, we achieved remarkable outcomes. By targeting high-intent audiences and continually refining ad creatives, we ensured maximum relevance and engagement.
This strategic focus allowed us to drive substantial growth in both ad performance and overall sales metrics. As a result, we saw:
- An overall Paid Social ROAS of 12:1
- Outbound Click-Through Rate (CTR) increased by 71% (from 1.02% to 1.74%)
- New Customer Cost Per Acquisition (CPA) dropped by 36%
Remarkable Performance Increases for New Zealand
In New Zealand, where Scotch & Soda did not have as strong a brand presence as in Australia, our strategy focused on acquiring new customers and pushing the Top Of Funnel. By implementing a targeted approach and continuously optimizing our efforts, we significantly improved performance.
The optimized ad campaigns and creative strategies resulted in outstanding performance, contributing to massive growth in the NZ market. We saw:
- An overall Paid Social ROAS of 9:1
- Outbound CTR increased by 134% (from 0.5% to 1.17%)
- New Customer Cost Per Acquisition (CPA) dropped by 47%
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