Overview
Slickfix, with its mission to make dressing up a privilege for everyone, faced significant challenges as a new player in the market. Despite offering innovative fashion solutions, the brand struggled with negative Return on Advertising Spend (ROAS), lack of awareness, and the unique challenge of addressing uncomfortable dressing situations faced by women.
Challenges
- New in the Market
- Establishing brand presence and trust in a competitive fashion
- Negative ROAS
- Lack of Awareness
- Limited visibility and awareness among the target audience
Solution
1. Strategic Audience Targeting
Focused on the right set of audiences to maximize the impact of marketing efforts. Identified women as a primary target, emphasizing Slickfix’s role in addressing uncomfortable dressing situations. Additionally, targeted men for specific products catering to their needs such as Shoe bite tape
2. Geographic Focus on Top Metro Cities
Concentrated marketing efforts in top metro cities to capitalize on higher population density and fashion-conscious demographics. This allowed for more efficient utilization of resources and increased visibility in key markets.
3. Diversified Product Campaigns
Created tailored campaigns addressing specific dressing dilemmas faced by both men and women. Highlighted the versatility of Slickfix products in resolving common wardrobe malfunctions, providing a comprehensive solution for a broader audience.
Result
1. Positive ROAS Improvement
The strategic shift in audience targeting and campaign focus led to a remarkable improvement in Return on Advertising Spend (ROAS), rising from 0.30 to 2.01
2. Surge in Orders by 200%
The enhanced visibility, targeted campaigns, and improved ROAS resulted in a significant surge in orders, with a remarkable 200% increase. This reflected the successful conversion of awareness into tangible customer actions.
3. Campaign Highlights: Reach 6 Million+ & Impressions 14 Million+
4. Website Hits: 150k+ clicks across multiple product pages
The campaign was targeted in such a way that our website hits has gone up by 75% almost over the last 3 months
Conclusion
1. Strategic Targeting Matters
Focusing on the right set of audiences, especially in top metro cities, can significantly impact campaign performance
2. Diversified Product Campaigns
Tailoring campaigns to address specific dressing dilemmas for both men and women enhances the brand’s relevance and appeal.
3. Future Considerations
Continued emphasis on data-driven marketing strategies, expanding product offerings based on customer feedback, and exploring innovative ways to maintain and grow market presence.
