The brand Oscar & Jane
Oscar is what Geraldine would have been called if she had been born a boy. And Jane is her middle name. That is how the brand was born, an own clothing line sold through a webshop that stands for tough, sexy, colourful, prints, suits, and clothes that are just that little bit different. The third collection is now being sold, and it was time for the next step.
Taking e-commerce to the next level
The webshop existed for a year and was running fine. There was a lot of interest and the posts via Geraldine’s social channels were very popular. The Instagram account was growing fast and there were fun featurings with Britt Dekker, for example. The idea arose to boost growth further, and take the next step.
Determining the right strategy through data analysis
From the webshop, a lot of data was available from visits and purchases. We could extract a lot of information from that. Like who buyers are. Do they come to the website more often? Do they look at different products before buying something? Or are there external factors that determine when someone does or does not buy something, such as time of day, day or weather? This way, we could determine which target groups would be most likely to make an actual purchase, and adjust our strategy accordingly.
Deploying the right channels
Through the analysis, we knew which people we needed to start reaching in which way, to maximise the chances of sales. By using ads different social media channels, where the message was tailored to the specific target group, we could now start creating a wider reach. The big challenge was to find new customers that Geraldine herself had not yet reached.
Result
+1500% ROAS
+30% traffic
The ads proved to be a good addition to the organic reach that was already there. Traffic to the webshop increased by 30%, and the return on ad spend even by 1500%.
