Gillian And Co.

Paid Social Marketing

Gillian & Co is a ladies online E-commerce fashion retailer in South Africa that offers high-quality clothing and the latest fashion trends. Their stylish collection spans from bodycon dresses to chic jumpsuits.

157.1%

Increase in ROI (ROAS)

62.3%

Increase in purchase conversions

60.5%

Increase in purchase conversion value

Gillian And Co.

Paid Social Marketing

Gillian & Co is a ladies online E-commerce fashion retailer in South Africa that offers high-quality clothing and the latest fashion trends. Their stylish collection spans from bodycon dresses to chic jumpsuits.

157.1%

Increase in ROI (ROAS)

62.3%

Increase in purchase conversions

60.5%

Increase in purchase conversion value

Brief & Objectives

Gillian & Co approached Ruby Digital with the primary goal of conversions to increase the number of website purchases through paid social advertising.

We started running Ads from March 2021.

Challenges

Gillian & Co had a smaller Meta advertising budget than our minimal recommendation.

The women’s fashion and clothing industry is competitive, and competing with brands with bigger Meta advertising budgets would look to be a challenging task.

It proved a challenge to show consistent growth in ad performance considering their particular clothing range of bodycon dresses is typically very seasonal with purchase peaks in the warmer months.

Another challenge was that prior to us beginning our Paid Social (Meta Ads) strategy implementation, all the ads for the account had been paused intermittently, meaning they lost traction and it took some time to relearn the best placements for the ads.

This made determining which ads would continue to work well difficult.

Our Solution

To address this challenge, we devised the following solution:

Through our use of long-term broad shopping, narrow interest focus and Remarketing Meta Ad campaigns, we focused on achieving the primary goal of increasing online sales from the website by improving ad quality and optimising audience targeting.
We also implemented certain determinators of success, such as an improvement in driving traffic to the site to improve the effectiveness of our remarketing ads, and encourage viewers to take action after seeing our ads.

Results

August 2022 – 2023 compared to August 2021 –2022:

Year on year (average) increases:

ROAS: 157.1% increase (to an average of 3.2x ROAS over the span of a year, a ROAS which is higher during peak seasons)

Purchase conversions: 62.3% increase

Spend: on average, year on year we saw an average decrease in monthly spend by 12.7% (Even with these ad spend decreases, with the time spent optimising and learning campaigns, we have achieved an overall improvement in results)

Purchase conversion value: increased on average by 60.5%

Our secondary goal to support conversions would be improving quality website traffic, our CTR has on average increase of 23% and Landing page views of 11.3%.

During the year-long period spanning August 2022 to August 2023, we implemented a robust digital advertising strategy that showcased impressive results when compared to the preceding year, August 2021 to August 2022.

This comprehensive strategy showcases the effectiveness of campaign learning with Meta algorithms alongside continuous campaign optimisation. The outcomes were striking: a significant 157.1% increase in purchase Return on Ad Spend (ROAS), maintaining an average ROAS of 3.2x, which only increased significantly during peak seasons. The average number of purchase conversions surged by 62.3%, while monthly spend decreased by an average of 12.7%, underscoring cost management excellence. Moreover, purchase conversion value saw a significant average increase of 60.5%, reflecting both quantity and quality of conversions. The quality of website traffic also significantly improved, not only highlighted by the increase in the conversion rate but also by a 23% increase in Click-Through Rate (CTR) and an 11.3% boost in landing page views.

In historically challenging seasonal months, June and July 2023, our digital advertising strategy demonstrated remarkable adaptability. We achieved a substantial 412.6% improvement in ROAS in June and an impressive 308.3% increase in ROAS in July, compared to the same months in 2022. These gains underscore our strategy’s prowess in not only weathering seasonal fluctuations but also significantly enhancing performance during these periods, further emphasising the effectiveness of our overall campaign approach from August 2022 to August 2023.