The Results
The Brand
Services: Meta Ads
Smockingbird is a premium children’s apparel brand known for timeless designs and top-tier quality. But as copycat brands and fast-fashion competitors flooded the market, Smockingbird needed to do more than just run ads they needed a strategic, data-driven growth engine.
The Challenge
Smockingbird was facing:
- A crowded and growing competitive landscape
- The need to acquire new customers profitably
- Ad performance that wasn’t keeping pace with business goals
- An ad account and creative strategy that needed a refresh
Their goal: sustain long-term growth without sacrificing efficiency.
Our Approach: Multi-Channel, Data-Led, Creative-Driven
We built a performance marketing strategy from the ground up spanning Meta, Google, landing pages, and creative. Every move was tied to core business metrics, not just vanity KPIs.
1. Business Metric Alignment
We focused on the metrics that actually move the needle:
- MER (Marketing Efficiency Ratio)
- CAC / NCAC (Customer Acquisition Costs)
- LTV (Lifetime Value)
- AOV (Average Order Value)
- CVR (Conversion Rate)
This allowed us to build a strategy backward from profit, not just forward from spend.
What We Did
Creative Strategy & Volume
- Developed high-volume image and video ads aligned with brand identity.
- Crafted tailored messages for different audience segments (new moms, gift buyers, grandparents).
- Iterated on top-performing creatives to maximize efficiency.
Ad Account Restructure
- Rebuilt Meta and Google ad accounts around best practices for scale.
- Consolidated campaigns to improve signal strength and algorithmic learning.
- Created dedicated campaigns for new vs returning customers.
Landing Page Optimization
- Provided strategic guidance on landing page layout, copy, and flow to improve conversions.
- Ensured congruence between ad messaging and on-site experience.
Google & Meta Ad Execution
- Meta: Full-funnel campaigns with creative-led targeting, emphasizing brand trust and product quality.
- Google: Optimized Shopping and Search campaigns, layered with audience data to capture high-intent users.
Our Strategy
We focused on aligning with critical business metrics to drive profitable scaling:
- MER (Marketing Efficiency Ratio):
Evaluated the efficiency of marketing spend in generating revenue
- CAC (Customer Acquisition Cost):
Analyzed and aimed to reduce the cost of acquiring new customers
- NCAC (New Customer Acquisition Cost):
Targeted strategies to lower costs specifically for new customer acquisition
- LTV (Customer Lifetime Value):
Assessed the long-term value generated from each customer
- AOV (Average Order Value):
Implemented tactics to increase the average purchase value
- CVR (Conversion Rate):
Optimized website and landing pages to improve the rate of visitor-to-customer conversions
- Key Initiatives:
Creative Strategy Development: Crafted compelling visuals and messaging tailored to resonate with new target audiences.
Increased Creative and Copy Volume: Expanded the variety and volume of ad creatives and copy to test and identify high-performing combinations.
Iterative Testing: Continuously monitored ad performance, refining and scaling winning creatives to maximize ROI.
Ad Account Restructuring: Optimized campaign structures, audience segmentation, and budget allocation to enhance ad delivery and performance.