The impact
The Fresh Market was the only competitor to experience positive traffic trends during this period, according to Placer.ai. In just 38 days, the campaign achieved remarkable results.
10x
total program ROAS in the first 90 days
$4.3M
from 39,000 sales attributed to FB campaign in Q3 and Q4
150
ROAS in the first 60 days in Montreal market
OAK + FORT is a fashion brand that provides accessible luxury for women and men who seek everyday essentials reimagined with a modern minimalist approach. Since launching its first boutique in 2010, OAK + FORT has grown rapidly, largely supported by grassroots marketing and word of mouth.
Brand loyalists were actively engaging on social media, but by the time OAK + FORT approached DAC in March of 2019, the company had not yet made an entrance into paid digital advertising. Ecommerce revenue, while growing at a healthy pace, was coming primarily from existing customers making repeat purchases.
We saw enormous opportunity to better leverage digital for new customer acquisition and help OAK + FORT further accelerate its growth.
Given the need to support both online and offline sales outcomes, we took our foundational Enterprise-to-Local approach to strategy and campaign planning. While it would have been easiest to grow total sales in major markets that included physical store locations, other cities could still prove to be lucrative markets for ecommerce. In other words, a localized media plan and campaign structure was required to optimize at the most granular level.
In collaboration with the OAK + FORT team, we assessed the revenue performance of each store against the company’s growth forecasts in order to determine baseline trends and identify areas of opportunity. The final media plan weighted spend across markets according to a complex model that balanced high-performance stores with locations we wanted to test for growth potential.
As OAK + FORT was already finding natural success on social media, we focused the investment on Facebook and Instagram campaigns. We leveraged custom audiences of OAK + FORT buyers to roll out lookalike targeting, while excluding existing customers themselves from being exposed to the ads. This ensured we kept our focus on new customer acquisition. We also built specific interest targeting lists to get in front of potential customers interested in fashion and relevant competing brands.
Carousel ads proved to be the most effective format as they allowed us to convey the overall OAK + FORT brand aesthetic to new customers through featuring multiple products. We worked in close partnership with the OAK + FORT marketing team to ensure creative was refreshed often and featured some of the most exciting items in current inventory.
In order to measure in-store revenue attributable to the campaigns, we implemented Facebook’s offline conversions API and worked with the OAK + FORT team to set up a regular data push of customer records collected at point-of-sale.
To support special events such as new store openings and warehouse sales, we also created two campaign types:
These campaigns leveraged similar targeting to prospect new customers, but also included existing OAK + FORT customers and fans of the brand in order to maximize in-person attendance.
Building upon this revamped customer acquisition strategy, we also moved to help OAK + FORT maintain and grow these customer relationships. We began with a comprehensive audit of the email marketing program from targeting to tagging, format to frequency. We benchmarked program performance and established new goals. Out of this effort we delivered recommendations to meet these goals including:
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