Scanlan Theodore’s Strategic Success in the Competitive US Market
+39%
Increase in ROAS
–29%
Decrease in CPA
THE CLIENT
Founded in 1987, Scanlan Theodore is a contemporary Australian fashion house for the global woman. Scanlan Theodore has twenty-three boutiques globally, along with five concession spaces in Australian department store, David Jones.
THE CHALLENGE
Impressive was working with the Scanlan Theodore Australia team as part of a long standing relationship, and were engaged to scale their business in America.
Despite being an iconic name in the Australian fashion space, there were several hurdles in the American space to overcome as a relatively new business in the region.
STRATEGY
We consolidated our brand campaigns through rigorous search term analysis, eliminating irrelevant searches and suspended non-converting keywords which were inflating cost per click prices.
Performance Max specifically was set up to mimic the product categories available online, and further refined to focus separately on Top States and ‘other’ regions to monitor costs across America. We created Custom Audience Segments to create personas of potential Scanlan Theodore buyers using 1p data integration.
We expanded the placements we were tapping into by utilising Demand Gen for Remarketing Campaign and engaging cart abandoners and keep users returning to the site.
THE RESULTS
We successfully managed to curb spending inefficiencies, resulting in a remarkable 23% reduction in overall CPCs.
This led to a 29% decline in our CPA, a significant achievement.
Furthermore, the efficiency enhancements we implemented led to a noteworthy 39% increase in our ROAS.
Despite the absence of any promotional activity, we effectively sustained consistent revenue levels.