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Acting fast to win early in a competitive holiday period.
Exclusive Capsule Collection for Holiday
Naked Cashmere partnered with Maison MRKT to develop a holiday strategy for Q4 with the goal of achieving aggressive year over year growth. Since the holiday strategy did not include steep markdowns for Black Friday and Cyber Monday sales, Naked Cashmere developed an exclusive capsule collection priced slightly lower than their full-priced products.
Maison MRKT leveraged the help of agency partners to execute this strategy. Maison MRKT accessed holiday planning decks and statistics on auction activity surrounding Black Friday that is only available to partners and used Facebook IQ and Insights To Go to help guide audience targeting and messaging for Naked Cashmere’s capsule collection campaigns.
Maison MRKT launched the capsule collection two weeks prior to Black Friday with the knowledge acquired with the help from agency partners on wallet advantage and studies showing cheaper costs per mille in the weeks prior to Black Friday and Cyber Monday.
Maison MRKT leveraged Meta's business best practices to drive sales for the capsule collection by launching two conversion-based campaigns. Both campaigns used Campaign Budget Optimization with consolidated audience structures. Maison MRKT used Lookalike Audiences to expand reach and stabilize performance. Ad Creatives featured a mix of mobile-first short videos and images with copy overlays clearly communicating the goals of the new capsule collection.
These strategies resulted in a blended return on ad spend of 9.36x with a cost per acquisition of $31 and an average order value of $286.
Naked Cashmere is a brand built on producing environmentally conscious cashmere. Maison MRKT helped Naked Cashmere launch an exclusive capsule collection on the Facebook platform for Black Friday and Cyber Monday, keeping cost per acquisition low, while still achieving high average order values during the competitive period.
“Naked Cashmere was able to outperform their benchmarks by combining a forward-thinking strategy with historical performance data. Releasing the capsule collection at the start of November captured more conversions overall and eased the pressure placed on Black Friday & Cyber Monday.”Bennett WissakGrowth Director, Maison MRKT
Return on Ad Spend
Cost Per Acquisition
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