In 2022 the world was returning to a sense of “normal,” and in-person events were back in full force.
From Homecoming and Prom to weddings and galas, we know the excitement of a big event and the feeling of turning heads when you enter a room. With that in mind, we had a mission to make shopping for evening wear online easier and more inclusive than ever.
Motivated by the belief that fashion belongs to everyone and everyone deserves to look and feel their best, we set out to ensure everybody who bought a Betsy & Adam dress would feel like the main character. And we wanted to elevate Betsy & Adam as the go-to shop for special occasions along the way, like a trusted friend.
We saw our opportunity as two-fold; we would use social media to reach new audiences while using our other channels to celebrate and nurture our long-standing relationships.
Our ultimate objectives?
Increase Overall Sales by 50% YoY
Generate 30% of total sales from email/SMS
Generate 100% more plus size sales YoY
Our omnichannel strategy was to connect with our valued customers at pivotal moments in their lives and reach new ones along the way. No matter the occasion, we wanted every person to look and feel their best on their most important days.
Armed with our 2021 success and the data we collected across our website, social media platforms, and email, we made a plan. Starting with customer segmentation, we determined who we wanted to reach and where they spent most of their time online. Then came the content.
With stunning new imagery, we would synergize the brand messaging across platforms each season. Our strategy ensured that we were not only targeting the right people but that we were reaching them at just the right time and with the right content for that consumer. After all, no one wants to be hit with an ad for homecoming when they're shopping for their wedding rehearsal dinner dress, and vice versa.
The omnichannel approach was really important to us, as we understood that online shopping rarely takes place after one interaction with a brand; We wanted to be ever-present in their lives as they searched for the perfect dress.
Our most important asset is our shopping experience, so we made sure the homepage reflected our campaign themes with every changing season, and we optimized product pages to give more information on fit and construction so shoppers could select their sizes with confidence.
We relied on our most trusted social channels for advertising, Facebook and Instagram, to expand our discovery and organically dabbled in TikTok and Pinterest to diversify our reach. In contrast, we leveraged email campaigns to segment and woo existing customers with perfectly-timed special offers. In Q4, we launched the brand's first SMS campaigns, generating virtually overnight success.
We achieved incredible success with aesthetic, well-coordinated campaigns and an emphasis on connecting with and nurturing our loyal customers.
Overall Results:
510k Website visits | 57% increase year over year
8,809 Orders | 332% increase year over year
470 Plus Size Dresses Sold | 480% increase year over year
Over seven figures in revenue | 360% increase year over year
Social Advertising Wins:
Over 500k unique users reached
700 purchases
Consistent ROAS of 7.5X or higher year-round
Email Wins:
59% of the total e-commerce revenue
11,000 new subscribers
SMS Wins in 60 days:
1,325 subscribers
$100k in revenue
