7.44x blended NC-ROAS across Meta, Google, and TikTok (BFCM 2023)
Email marketing revenue tripled YoY (BFCM 2023)
35% Returning Customer Rate during Q4
How it
started
At the beginning of our partnership with JLR London in August 2023, we encountered a challenging scenario. The brand was operating at a 1.85x Return on Ad Spend (ROAS), a figure their previous agency had suggested as the maximum achievable post-iOS 14 update. This situation led to profitability concerns, prompting frequent sales that only made the situation worse.
Our initial approach to prepare for the upcoming period during BFCM involved two key steps :
- Ending all ongoing sales in preparation for BFCM and staying out of sale for the months leading up to this period
- Comprehensive account optimisation to enhance performance with full priced product prior to BFCM
How it's
going
Our BFCM strategy for JLR London was multifaceted, focusing on extensive creative testing across Meta and Google, with over 85 ad creatives launched during BFCM week. We provided highly responsive account management to ensure optimal ad performance and efficient spend allocation. This approach achieved a 7.44x blended NC-ROAS across Meta, Google, and TikTok.
Meta Performance:
- Pre-BFCM account optimisation increased spend.
- Creative testing and segmented acquisition strategy resulted in a £9.08 NCPA.
Google Performance:
- Implemented segmented PMAX, shopping, and broad search campaigns.
- Achieved a historic-low CPA of £10.04, a 79% reduction from the previous year.
Email & SMS Integration:
- Segmented email and SMS automations aligned with the BFCM offer.
- Email revenue tripled YoY, SMS revenue increased by 612% YoY, with a 35% returning customer rate in Q4.
This strategy not only addressed profitability concerns but also significantly boosted digital marketing performance across all channels.
Short-form Content
Results we've generated
