CASE STUDIES
Stylerunner Australia
Brand Profile
Pioneering Women's Athleisure in Australia
Managed Channels
Meta and Google Ads
Role
Performance Marketing Manager
Initial Observations and Strategic Overhaul
Upon assuming responsibility for Stylerunner, which had been operational since 2012 but only came under my management in 2020, it became apparent that despite its longevity in the market, the brand lacked a coherent growth strategy.
This absence was particularly noticeable in their digital campaigns, where there had been no significant development of a performance marketing strategy encompassing both Paid Social and Paid Search.
Strategic Interventions
To address these shortcomings, I embarked on a series of strategic interventions:
01
Educating on Channel Synergy
I clarified the distinctions and synergies between Paid Social and Paid Search, encouraging a holistic view of these channels. This approach led to the adoption of Paid Search as a direct conversion tool, with Google Analytics serving as the primary metric, and Paid Social as a means of building brand awareness, measured through a combination of Google Analytics and Meta Business Manager metrics.
02
Optimization of Product Feeds
Recognizing the diversity of brands within Stylerunner’s portfolio, I utilized data analysis to identify profitable brands and segmented campaigns accordingly. This targeted strategy ensured that advertising efforts were concentrated on high-performing brands, optimizing the return on ad spend (ROAS).
03
Managing Spend and ROAS
I closely monitored the relationship between advertising spend and digital revenue. By adjusting the ad spend in response to revenue trends, we were able to maintain a balance where increased digital activity led to higher revenue, thereby justifying and facilitating further investment in advertising.
Outcomes of Strategic Implementation
The implementation of these strategies had a profound impact on Stylerunner’s performance:
Revenue Growth: Monthly revenue saw a dramatic increase, growing from $1 million in January 2020 to $2.1 million by January 2022.
Reflections and Learnings
This case study underscores the importance of a comprehensive performance marketing strategy, combined with conversion rate optimization (CRO), in driving sustainable growth. By adopting a holistic view of digital marketing channels and focusing on data-driven decision-making, Stylerunner was able to achieve significant growth, all while maintaining an advertising spend of only 6% of total revenue.
This experience highlights the critical role of strategic planning, channel integration, and the judicious allocation of advertising spend in achieving and sustaining business growth in the competitive digital landscape.
Channel Development & Management
Marketing Asset Creation
Digital Champ excels as an industry leader in propelling profitable performance at scale across every major advertising platform globally. Our expertise lies in developing and managing channels effectively while creating impactful marketing assets that resonate with your audience and amplify your brand presence.
Daily Channel Management
Our team at Digital Champ stands at the forefront of driving profitable performance at scale across a diverse range of major advertising platforms worldwide. We specialize in the meticulous daily management of these channels, ensuring consistent growth and success for your brand.
Live and Insightful Reporting
From the initial interaction to the final click, Digital Champ provides comprehensive access to analytics and performance dashboards. This transparency ensures you are always informed and in control, with a clear understanding of your campaign's performance at every stage.
Iterative Testing
At Digital Champ, we focus on maximizing your ROI by employing our advanced testing technology and adhering to industry-leading best practices. This approach is pivotal in driving scale and enhancing the efficiency of your marketing efforts, ensuring optimal results and continuous improvement.
Channels We Manage
Paid Social
SEM
Affiliate
Data
SEO
Video
Our Certifications
Don’t Only Believe Us, Here From The People We Have Worked With!
"I have had the pleasure of working with Nibha for several years now. Nibha is thoughtful, hard working and a very strategic thinker."
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