Objectives

Sacha Drake was seeking a dedicated team of digital marketing professionals that would work on both a proactive and concurrently reactive basis to suit the needs of their business, facilitate new design drops, seasonal changes and provide complete transparency as their trusted advisors. The main campaign objective was to increase SEO, Social and Google Ads online revenue by 50% YoY. The client had a retainer of $5,000 pm + GST. This retainer included the use of Search Engine Optimisation, Paid Search Management and Social Media Ads (Facebook & Instagram). TheHypeSociety aims to achieve a 30% net margin on all client campaigns.

Aggressive Growth Objectives: 
Sacha Drake has already experienced 27% growth YoY before starting with TheHypeSociety. We had been tasked with utilising the exact same retainer allocation and also the same media budget to essentially double the outcome of the previous agency.

Strategy and Execution

TheHypeSociety chose an omni-channel approach for Sacha Drake to ensure we were capturing new audiences that may not be familiar with the brand through SEO, Google ads, and top-of-funnel social media advertising, whilst being able to retarget existing customers and thread new customers through the funnel towards making a purchase.

Sacha Drake target audience: Australia-wide location targeting, women only, ages 35+, interested in fashion, shopping, eventswear, and designer brands. We aimed to increase the e-commerce sales for Sacha Drake by utilising various combinations of the above targeting to tap into audiences that would show a higher purchase intent for a designer fashion brand.

Responsiveness 
In a volatile and competitive market one of our key challenges was to manage limited inventory, many states being locked down for covid-19, seasonal fashion changes, events and corporate wear demand fluctuations and retail sales targets being pushed into ecommerce sales channels during slower retail times.

Results

• Revenue target of $300,000 for Sacha Drake’s month of August (30th July 2022 - August 26th 2022) exceeded.
• Google Change of 252% in August
• Positive Google Ads data for August
• We’ve seen a 22% decrease in cost per purchase in the last 6 months compared to the previous 6 months. Taking the Average CPA from $68.26 down to $52.95
• We’ve generated 4500+ new signs ups to their EDM database, acquiring new subscribers at an average cost of $1.40.

• In the last 6 months compared to the previous 6 months we’ve seen an increase in website purchases at every stage of the funnel for all campaigns.
  TOF increased from 248 purchases to 760.
  MOF increased from 213 purchases to 232.
  BOF increased from 223 purchases to 286.

See analytics screenshots.

Testimonial from the client:
“Since moving to The Hype Society over a year ago, SACHA DRAKE has seen a growing increase in revenue, conversion rate and quality in customers. They understand who our customer is and their attention to detail has proven so, they’re reactive approach to our needs has allowed us to grow at an exciting speed to which we don’t see slowing down any time soon” - Melissa Fox, Sacha Drake

Media