The +400% year: paid, search and email pulling one direction.
Esther & Co is a fast-moving Australian womenswear label that sells on a drop calendar. We ran paid social, paid search and email as one programme against that calendar.
Esther & Co: paid social, search and email timed to one drop calendar.
Paid social carried demand creation. Prospecting and retargeting at scale on Facebook, with creative refreshed to the drop cadence, and spend scaled while holding a 6:1 blended return. The account ran seven-figure Facebook months.
Search sat behind it, covering brand and category terms so the demand paid social created was captured when shoppers went looking for the label.
Email was rebuilt against the collection calendar. Lifecycle flows and campaign email were re-implemented so the list converted across the season rather than only at sale moments.
Across the programme, revenue grew 400% year on year, paid media held a 6:1 return at scale, and email revenue grew 3x.
The engagement.
Seven-figure Facebook months
Prospecting and retargeting at scale, with creative refreshed to the drop cadence and spend scaled into a 6:1 blended return.
Revenue tripled
Lifecycle flows and campaign email rebuilt against the collection calendar, the email line tripled across the programme.
Brand + category defence
Search protecting brand demand created by social, so the label banked the demand it paid to create.
Revenue year on year across the programme
Return on ad spend at scale
Email revenue growth
Esther & Co, the label we move at pace.
What did 121 Group do for Esther & Co?
121 Group ran paid social and email marketing for Esther & Co.
What industry is this fashion and beauty case study in?
Esther & Co operates in fashion and beauty. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach fashion and beauty marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Scaling fast and wondering whether the channels are compounding or competing?
Thirty-minute call. Bring your brand; we will bring two decades in market and a published fashion and beauty book.
Book a Discovery