Womenue
Womenue is a new-age fashion brand dedicated mainly to women. The brand ensures a balanced focus on quality, style, and a proper fit of dresses. So that you can be both comfortable and confident while wearing dresses from Womenue. On the brand’s website, you can shop for both casual as well as occasional wear at competitive pricing.
The brand offers a range of clothing options to suit every women’s style in the marketplace. Also, the brand targets business customers through its B2B product offerings.
Womenue came to Veve Online Marketing with its predefined marketing objectives. Such included an improved ROAS, a decline in CAC, and improved market reach to both retail as well as wholesale consumers.
Challenges:
Performance Marketers at VOM, follow an approach to make prior evaluations before designing a marketing campaign for a brand. It helps to identify critical gaps or errors in the existing strategic approaches so that they can be eliminated or can be improved. Accordingly, the potential challenges identified for Womenue included clustered product categorizing, low product visibility, low cart value, and limited brand reach.
Strategy:
As the womenswear market is already crowded with several brands, it was important for Performance Marketers to rethink an innovative approach that can draw user attention.
1
The best approach to attract the user’s attention was to plan an engaging social media strategy. With the increasing social media user base, it is an effective platform to communicate brand vision and values.
2
Along with social media, we focused on the approaches to behavioral targeting for users. It aimed towards evaluating the shopping trends of users and providing them with personalized recommendations.
3
The mix of marketing campaigning on social and other digital media channels was planned to ensure both the brand reach and improved awareness.
Implementation:
There were several adaptions made to the marketing strategy during the implementation phase. Such were:
- Planning on proper product categorization and their representation on the brand’s website
- Identifying the appropriate social media platforms that can help in driving major women audiences with the lowest possible spending. It was done to ensure control in CAC.
- Depending on audience reactions and market trends, Performance Marketers also assisted Womenue to adopt changes in their products.
- Not only product promotion/marketing an equal focus was ensured towards brand positioning/awareness activities.
Solution
Monitor audience reactions. Adjust in near-real time.
These audiences were an ideal match for:
Results
Lift sales with a revamped approach.
The success of every strategy can be measured/justified based on statistics or performance trends. So have a look at the statistics and impact of our performance marketing campaign.
1
Within the limited period, our performance marketers have helped to increase brand visibility through SEO-driven strategies. Leading towards a 93% in website traffic.
2
The integrated social and digital media strategy acted as a significant tool to control the rising CAC. As compared to past data, the conversion rate for Womenue has increased by 85%.
3
Further, our strategies have contributed towards improved ROAS, by contributing a 192% increase in brand sales. Such sales are also an indicator of improved AOV.
Lessons Learned:
Working with Womenue was a completely refreshing experience for our Performance marketers. Throughout the marketing process, we learned that before developing a marketing campaign, it is always
important to study customer viewpoints and plan accordingly. Such an evaluation can help to understand the changing mindset and to develop campaigns to successfully reach potential audiences.
Boost.
Optimize.
