We are thrilled to share that SLTC was a Winner at the 14th Annual Shorty Awards for Media Buying Strategy On A Shoe-String!. 🏆 Congratulations to the full team, including Sharon Lee Thony, Kassie Phillips, Nina Shapiro, Nina Pearl, Calum Handley, and Joel Davis, for their efforts and innovative work. Most of all, a heartfelt thanks to our clients at BBX whose trust in us has outlasted the pandemic.
The Objective
As 2020 was coming to a close, Betsy & Adam came to us with a 10k budget, a 3-month timeline, and a challenge for Q1 of 2021….
The brand’s tagline “Find the perfect dress for your special occasion” had served it well in previous years, but 2020 hit different. With in-person celebrations canceled indefinitely & mall traffic significantly down, sales were dwindling - and COVID wasn’t looking to let America (and celebrations) get back to normality anytime soon: “we need to increase web sessions, sales, basket value, everything needs to go up and quick…we need a strategy please!”
Prom & wedding seasons are everything to high-schoolers, brides-to-be, their families, and to Betsy & Adam’s bottom line. They are the occasions where you simply need to wear that dress.
Prior to 2021, revenue was reliant on sales generated through retailers via in-store traffic, but with the sustained impact of COVID, the accompanying mall closures, minimized foot traffic, and cancellation of proms and weddings, the 2021 outlook was glum - to say the least.
What does prom look like this year? Do I even need a beautiful dress this Spring? Are we celebrating anything anymore?!
The Strategy
It was simple:
We needed more control over the brand's sales funnel – so we expanded our sales strategy to include direct-to-consumer sales in the channel mix by enabling e-commerce on the Betsy & Adams website.
We needed to challenge the feeling that celebrations were over, or at least muted, and that “dress-up” was on hold for 2021 – so our messaging centered around celebrating any occasion, for any reason, as every day is a reason to celebrate.
We needed to be where our customers are – so we leveraged engagement data across our client's core social channels to implement a mixed channel approach to Pinterest, Instagram, and Facebook for discovery, inspiration, and purchase.
We needed to fully capitalize on all traffic generated by ensuring that our Marketing Automation & CRM was firing on all cylinders.
The Results
Our solid messaging and targeting strategy, effective optimization through test and learn campaigns, paired with meticulous budget management, delivered outstanding results.
Web Sessions: +74% (vs previous quarter)
Email subscribers: +100% (vs previous quarter)
Average Order Value: +36% (vs. previous quarter)
Purchases: + 109% (vs. previous quarter)