Hampden Clothing’s 120% Revenue Growth: The Multi-Platform Approach That Surpassed iOS 14 Challenges
Challenges Faced by Hampden Clothing
Decline in Ad Effectiveness
Over-reliance on a Single Channel
Hampden’s business model has heavily depended on Facebook advertising, leaving them vulnerable to changes in platform algorithms.
Need for Revenue Diversification
The brand’s growth momentum was at risk, and they needed a way to scale their revenue and secure long-term sustainability across multiple channels.
Objectives of Hampden Clothing
Hampden Clothing’s objectives were clear and ambitious:
- Revenue Growth: Achieve significant growth and profitability despite the challenges posed by the iOS 14 update.
- Channel Diversification: Move away from over-reliance on Facebook and build a presence across other platforms like Google and Pinterest.
- Increase Website Conversions: Increase conversion rates to optimize the traffic coming to the website, ensuring a high return on ad spend (ROAS).
Strategic Approach and Solutions
Rozee Digital worked closely with Hampden Clothing to devise a robust strategy that would address their immediate challenges and set them up for long-term success.
Multi-Channel Advertising Strategy
Recognizing the need to diversify Hampden’s advertising efforts, Rozee Digital developed a comprehensive, multi-platform strategy:
- Platform Diversification: Rozee Digital implemented a diversified advertising approach across Google, Facebook, and Pinterest. This ensured Hampden was not overly reliant on a single channel, while still driving high-quality traffic to the site.
Targeting New Audiences: We employed advanced targeting techniques, such as lookalike audiences and interest-based targeting, to reach new, high-potential customers.
Conversion Rate Optimization (CRO)
A key element of the strategy was improving Hampden’s website conversion rates. Rozee Digital conducted a thorough audit of Hampden’s site, identifying and resolving bottlenecks that hindered the purchasing process.
- A/B Testing: Multiple variations of key pages were tested to enhance user experience, resulting in an increase in add-to-cart rates and overall conversions.
- Seamless User Experience: The team optimized the site’s flow to ensure a smooth customer journey, from first click to final purchase.
3. Landing Page Development
Rozee Digital understood that landing pages play a critical role in the customer decision-making process. They designed customized landing pages for different customer segments to ensure each visitor had a personalized experience.
- Customized Messaging: Landing pages were crafted to speak to specific pain points, interests, and stages of the buying process, turning casual visitors into paying customers.
Creative Strategy and Audience Resonance
A deep dive into Hampden’s customer data provided valuable insights into their preferences, behaviors, and motivations.
- Targeted Ad Creatives: The team aligned the creative strategy with customer aspirations, emphasizing Hampden’s exclusivity, quality, and luxury appeal. Whether showcasing new collections or exclusive deals, every ad connected emotionally with the target audience.
- Engagement with New Customers: They used dynamic ad formats to highlight Hampden’s product range, appealing to new customers by showcasing their distinct value proposition.
Key Solutions That Delivered Results
- Platform Diversification: By expanding ad campaigns to Google and Pinterest, Hampden significantly reduced its dependence on Facebook and reached a wider audience.
- Website Optimization: A rigorous CRO process improved the site’s efficiency, leading to higher conversion rates and increased revenue from existing traffic.
- Customized Landing Pages:Custom landing pages for different customer segments optimized each visitor’s journey for conversion.
- Emotionally Resonant Ad Creatives:The team designed ad creatives to connect with the audience’s aspirations, fostering deeper engagement and trust with the brand.
Key Results Achieved
The strategic approach led to remarkable improvements across multiple performance metrics:
- Revenue Growth: From June 2021 to November 2022, Hampden’s revenue surged from $2.3M to $12M, representing a 120% increase.
- ROAS: Rozee Digital achieved a 10x return on ad spend, demonstrating the effectiveness of the multi-channel strategy.
- Order Increase: Hampden experienced a 114% increase in orders thanks to the new advertising approach and optimized site experience.
- AOV Increase: Average order value (AOV) increased by 27%, indicating higher spending per customer.
- Effective Cost Per Acquisition (CPA): The cost per acquisition remained cost-effective across multiple platforms:
- Facebook: $112 CPA
- Google: $40.44 CPA
- Pinterest: $105.40 CPA
Conclusion: A Path to Future Growth
Rozee Digital’s comprehensive, multi-channel approach enabled Hampden Clothing to overcome significant challenges, particularly the fallout from the iOS 14 update. By diversifying ad channels, optimizing conversion rates, and personalizing customer experiences, Hampden was able to achieve a 5x revenue growth and maintain consistent profitability. This success not only stabilized Hampden’s position but also ensured that the brand is well-positioned for sustained growth in an ever-changing digital landscape.
What our clients say about us
“Tom and his team stepped in to take over our paid marketing after we’d had a terrible experience with another company. His transparency and eagerness to be a true partner with us were so refreshing. He also performed a CRO audit that we used to tweak our site and helped increase our lagging conversion rate. We saw a 141% increase in revenue and consistently saw a ROAS over 5X. We are so thankful for the Rozee team’s commitment to helping us meet our e-commerce goals!” Thanks again for your hard work Tom, we so appreciate you and everything you’ve done for us!”
Stacy Smallwood
CEO
