FROM $170,000 TO $1,000,000 in MONTHly revenue
Patrick Robinson is a fashion industry legend
He was named one of Vogue's 100 rising stars, and is widely credited for turning around the Giorgio Armani Collezioni line, and later launching the Gap's 1969 premium Denim line, along with Gap sport. He also co-chaired the Metropolitan Museum of Art's Costume Institute Gala with Oprah and Anna Wintour, before launching Paskho in 2013.
That's where DB Dynamo comes in.
After a modest launch and mild repute, DB Dynamo was hired in 2018 to helm digital ad strategy and media buying efforts for the fledgling fashion start-up. At the time, Paskho had just finished a month that saw the brand generate $170,000+ in revenue.
In the next six months, DB Dynamo grew revenue for the brand by 194% to $507,000 — while increasing ad spend just 57%.
Here’s how we did it:
Segmented all customer data: We keyed in on three key groups. 1. Customers who’d spent the most money with the brand (LTV); 2. Customers who’d purchased most frequently, and 3. Customers who had bought in the past, but hadn’t in the past six months. Then, we launched three separate campaigns that spoke to each of them, uniquely.
Implemented dynamic retargeting/cross-sell: We implemented dynamic retargeting to ensure that users were remarketed with the specific items they shopped. Similarly, we utilized remarketing to cross-sell users on commonly-added items based on items they’d already purchased, leading to a 22% increase in AOV in just two months.
Re-envisioned creative for mobile-first experience: Aesthetics weren’t Paskho’s issue, but having ad experiences that were built for mobile-first was a critical adjustment that led to incremental gains in ad efficiency.
From there, it took us an additional four months to grow the brand to more than $1,000,000 in monthly sales.
Here’s how we did it:
Developed niche, modeled audiences from top customers: Utilizing sales data to pinpoint niche shopping patterns/behaviors, we created lookalike audiences of unique groups to identify users who acted — and shopped — like Paskho customers.
Extensive creative testing: We tested numerous creative types from visuals to copy, from dynamic headlines down to different iterations of still images, videos and thumb-stopping animations.
Narrowed audiences by demographics, geos: Over time, we’d keyed in on unique differentiators between Paskho customers and general market, from behaviors to locations that over-converted. This led to further optimizations and incremental improvements in conversion rate, and AOV.