Ityadee

Ityadee is a fashion brand selling humor and desi-ness with their clothes. The idea behind the brand was not only to sell creative and unique tees but also to provide customers with a reason to be with the brand. Ityadee ensures sourcing materials locally and working with local artists and designers to ensure sustainability and local empowerment.

The fashion industry has huge potential due to diverse categories of customers looking for their specific product choices. Due to such, Ityadee had a vast target audience and scope for further expansion.

The marketing objectives of the brand were to deliver customers’ styles packed with comfort, humor, and creativity. Along with such, the brand aimed to add a new genre to the fashion industry i.e., randomness.

Challenges:

The route to achieving the defined marketing objectives/aim by the brand was quite challenging, due to which they came to Verve Online Marketing to optimize their campaigns. The key challenge that was associated with their brand was high market competition, irregularity of orders, and high CAC. So it was the key challenge that VOM’s Performance marketing experts focused on the priority.

Strategy:

The strategic elements being focused upon by the performance marketers at Verve Online Marketing included:

1

Working on improving/enhancing the brand visibility through better integration of graphics, texts, and images. Such helped in attracting the audience’s attention.

2

Defining target audiences and demographic sets before rolling out the marketing campaigns. Such has helped to understand the diverse audience needs and to plan for marketing strategies accordingly.

3

Focused on positioning Ityadee as an affordable clothing brand so that better word of mouth can be generated across the industry.

Implementation:

In strategy implementation, we identified that a significant issue was market competition. Hence we worked rigorously to develop a unique brand positioning for Ityadee.
Rather than being limited to a specific audience base, we started from a wide demographic scenario and then filtered out the unresponsive audience segments. Such helped us to identify a specific and suitable audience base.
During the implementation of marketing strategies, Performance marketers were open to adopting any change or suggestion coming from the client, so that satisfactory services can be delivered.

Solution

Monitor audience reactions. Adjust in near-real time.

The Honest Company collaborated with Roundel and Tinuiti to strategically utilize Programmatic by Roundel™ and video inventory through The Trade Desk DSP. The media encouraged guests to purchase beyond Target by linking shoppers directly to Honest.com. This allowed The Honest Company to:

These audiences were an ideal match for:

Adjustments were made manually throughout the campaign—in near-real time—to help reach The Honest Company’s ideal buyer. And Tinuiti was able to help allocate the brand’s budget to maximize performance based on this stream of insights.

Results

Lift sales with a revamped approach.

The results of implemented diversified marketing strategies were as follows:

1

A net increase of 194% in product sales has been achieved by our performance marketers.

2

The focus on specific audience groups has resulted in an improved conversion rate of 88%. Hence, leading to better visibility and control of CAC.

3

Along with improved website visibility, Ityadee has also experienced an increase of 76% in its website traffic. Hence reflecting a positive reach to its potential customers.

Lessons Learned:

Ityadee turns out to be a learning opportunity for us. While dealing with Ityadee we were able to figure out the potential strategies on how to deal with contrasting situations. The marketing success of Ityadee has helped us to be more confident in developing campaigns for clients from the fashion industry.

Boost.

Lift brand sales across platforms, including your own.

Optimize.

Adjust campaigns based on audience behavior, for short- and long-term success.

Win.

Strengthen your ROAS through optimizations informed by closed-loop measurement.

“Due to high competition in the fashion industry, we were facing difficulty to present and position our product and brand in the marketplace. But the performance marketing strategies by Verve Online Marketing made the process much smoother. Their creative & result-oriented marketing strategies ensured improved brand reach.”

- Ityadee, COO

Contact us or your Sales Representative to see how you can reach your ideal audiences. For more on Programmatic by Roundel, visit our solution page or view specs in our Ad Guide.