LUSSO FOOTWEAR

A 360 Digital Marketing Strategy combining Paid Search and Paid Social Channels

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JMW Digital x LUSSO Footwear

LUSSO Footwear is a leading exclusive and luxury sneaker retailer based out of Middlesbrough, North East England. They approached JMW Digital with the aim of driving and scaling and their digital marketing strategy whilst remaining profitable. The core focus of this strategy was a combination of Google Shopping ads, Search ads, Display ads, Facebook Ads, Instagram Ads and the various networks that fall under this umbrella. As LUSSO Footwear’s priority was revenue growth, we focused on new customer acquisition by implementing a full-funnel strategy that increased brand awareness and impressions as well as generating sales.

Strategy

We used our expertise, proven techniques and experience in growing online retailers to come up with a strategy that consisted of AB tested ad creatives designed by our in-house eCommerce design team and a mixture of copy, offers and headlines for Facebook & Instagram as well as refined shopping campaigns drawing on the Google platform’s millions of intent-driven users. We ensured we were targeting relevant potential prospects through intuitive lookalike audience building as well as monitoring and removing irrelevant keywords from our shopping campaigns.

Development

We used our expertise, proven techniques and experience in growing online retailers to come up with a strategy that consisted of AB tested ad creatives designed by our in-house eCommerce design team and a mixture of copy, offers and headlines for Facebook & Instagram as well as refined shopping campaigns drawing on the Google platform’s millions of intent-driven users. We ensured we were targeting relevant potential prospects through intuitive lookalike audience building as well as monitoring and removing irrelevant keywords from our shopping campaigns.

 

The Final Stage

With the introduction of iOS14, we worked closely with the management team at LUSSO Footwear to navigate the tracking concerns as well as finding new and effective ways to attribute sales to the genuine true source. This allowed JMW Digital to continue to successfully optimise campaigns and save on ad spend on campaigns that were underperforming.

The Final Stage

With the introduction of iOS14, we worked closely with the management team at LUSSO Footwear to navigate the tracking concerns as well as finding new and effective ways to attribute sales to the genuine true source. This allowed JMW Digital to continue to successfully optimise campaigns and save on ad spend on campaigns that were underperforming.

 

The Results:

 

Combining Paid Search & Shopping with Paid Social was a formula ready-made for success. Driving first-time customers through both channels generated data quickly enough for campaigns to achieve the threshold for automated techniques to take over and leave the infamous learning stages. Google and Facebook’s algorithms could now effectively prospect and engage with customers who were much more likely to convert into sales or interact with LUSSO Footwear’s pages and content. In addition to this, LUSSO Footwear also benefitted from increased email subscribers which in turn became a very cost-effective way to drive revenue and loyalty as well as an increase in the number of Trustpilot reviews and user-generated content that can be recycled back into ads.

 

In Numbers:

 

  • Achieved a 5.2:1 Return on Ad Spend (ROAS) using Google Shopping (Sep 2020 – Sep 2021)
  • Enhanced brand awareness at the top of the funnel as well as generated a 4.5:1 ROAS. (Sep 2020 – Sep 2021)
  • As a result of the above strategy, we increased LUSSO Footwear’s revenue by 339% whilst maintaining a profitable Return on Ad Spend. The business now utilises the additional newsletter subscribers and customers acquired through paid marketing to generate revenue from email marketing.

We practice what we preach…

and we treat our clients’ business like our own!

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