Increasing Efficiency and Profitability with Less Budget

Vineyard Vines had difficulty achieving profitability and efficiency, especially at scale, due to recent 2020 events. They’d been given significantly smaller budgets than years past, with heightened profitability threshold due to the recent economic climate. 

As they began to working together, our main goals were to:

1. Increase efficiency on paid channels to support high return strategies
2. Keep new customer acquisition at an efficient cost (and rate) 

‍

As we rolled into Q4 of 2020, we began developing a custom strategy that supported lower Q4 spends than historical years, while needing higher profitability. Keeping in mind that Q4 is generally a very competitive yet high traffic time, we were excited for the challenge.

More than 268% online growth from the previous year, with less budget, showing an increase in overall ROAS by more than 363%.

• Deployed efficient spend on retention campaigns targeting high LTGP customers.
• Consolidated and re-structured pai social campaigns to reduce inefficiencies and self competing.
• Incrementally adjusted Google shopping feed to accommodate both new and returning customers.
• Tested far more creative than they had tested in the past. 
• Reallocated inefficient spend into new growth opportunities.

‍