Objectives

Beyond the Rack is a private shopping club for women and men who want de­signer brand apparel and accessories at prices up to 80% off retail. Through limited-time, flash-sale events, Beyond the Rack provides its members exclusive access to authentic designer merchandise according to their prefer­ences. To help plan and manage its online advertising efforts, Beyond the Rack partners with digital marketing agency Bright Forest Media.

Beyond the Rack sought to acquire new customers via Facebook ads at the best cost-per-acquisition (CPA) possible while improving return on ad spend (ROAS). To do so, it needed to understand how evergreen ad creative strategies impact performance and how to improve Facebook campaign management and optimization strategies to best promote daily sales and effectively scale operations.

Beyond the Rack turned to Bright Forest Media who worked with Kenshoo, the global leader in predictive marketing software, to:

• Leverage social workflow tools through Kenshoo to increase efficiency building new Facebook campaigns and creative on a daily rotation
• Refresh creative strategy to focus on "sale specific" page posts with copy speaking directly to products
• Streamline QA and reporting processes to accommodate dozens of new campaigns at scale

After implementing new creative strategies focusing on daily deals and improved optimization, ROAS climbed steadily from 28% to more than 86% in a period of 60 days, including a month where ROAS nearly tripled, while CPA remained within the target range. User experience also improved with more tailored and relevant ad delivery, leading to increased click-through rate.

Strategy and Execution

According to eMarketer, 62% of worldwide social media professionals find it a challenge to design an overall social media strategy and 61% struggle with taking data gathered from social media and turning it into something actionable. These obstacles can be hard to overcome without an expert partner to lead the way.

With any social advertising campaign it's critical to focus on audience targeting and timing to ensure relevancy for consumers, but given the unique nature of Beyond the Rack's flash-sale offers, those parameters get amplified. Kenshoo's industry-leading software and intuitive workflow enabled Bright Forest Media to create, manage and optimize campaigns quickly and efficiently to maintain Beyond the Rack's rapid pace while improving campaign success.

As noted in the results above, after partnering with Kenshoo and Bright Forest Media, Beyond the Rack's social marketing program saw staggering performance increases. ROAS nearly tripled, CPA remained below the target goal, and user experience improved which boosted click-through rate (CTR).

This campaign focused on delivering the best solutions by pairing talented marketers with advanced software to deliver impressive results, measured against challenging campaign objectives, empowering Beyond the Rack to continue to exceed its goals and meet customer needs.

Media