Social Strategy Shift Amidst COVID

Founded in 2009 by stylist-turned-fashion designer, Andrea Liberman, A.L.C.’s mission is to deliver effortlessly elevated wardrobe essentials that make women look and feel their best. As the core brand identity centered on ‘wear to work’, COVID-19’s shelter-in-place measures called into question a once proven paid social strategy that had been the largest contributor towards revenue and new customers.  Last-click revenue was suffering as consumers were experiencing increased financial uncertainty and pulling back on discretionary spending.  

The

Challenge

As paid social had been the largest contributor of revenue and new customers for the brand, January Digital saw an immediate opportunity to improve the audience approach by adjusting the optimization strategy to widen audience composition and increase conversion efficacy points. 

With a goal of adding incremental revenue to the business, January Digital implemented a single-variant testing strategy. Using the adjusted optimization point as the variant, we concluded that our original hypothesis was true: widening the point allowed for the algorithm to cast a wider net would engage prospective customers with the maximum propensity to convert at greater scale and accuracy.  January Digital reported back strong revenue increases using custom-tableau dashboards, which combine front-end Facebook metrics with back-end Google analytics, resulting in a one source of truth that holistically evaluates performance to identify channel trends and the overall business.

The

Results

While social channels are primarily utilized to generate awareness and drive new customer engagement, our evolved strategy enabled more advanced algorithms to optimize against ‘add to cart’ behavior and scale revenue, resulting in growth YoY and PoP.  

Key success metrics to illustrate the campaign’s performance include:

• • Increased paid social traffic by 239% with last-click revenue growing 177% YoY 
  • Increase of 20% new users on site YoY leading to 31% increase in site revenue revenue YoY
  • The new social ‘Add to Cart’ strategy rooted in testing and adaptability continues to inform A.L.C.’s current and future campaigns.