Garms Affiliated
The Focus
Garms Affiliated is a clothing brand that blends streetwear aesthetics with a focus on individuality and often draws inspiration from urban culture, fashion, and modern trends. Their apparel features T-shirts, hoodies, and their latest tech jacket.
The interesting point of difference with Garms was that they had a growing following from their on-street stores in Nottingham, Glasgow and Newcastle however they were very new to the e-commerce world.
Due to their strong brand reputation and loyal following, their target was to increase their sales via social ads to £100k months, now they have scaled their operations to facilitate with demand
To summarise, our objective was to:
1. Increase Sales
2. Improve ROAS
3. Grow Lead Database
The Strategy
Over the course of 3 months, we prioritised the following:
Leadgen Campaigns
As they sold out of stock quite quickly, we used leadgen internal form ads for users to sign up to get notified once new stock or restocked items were released. By doing this, we could capture this data not only to retarget via sales ads once stock was live, but also to build on their email database to email for future releases.
Lookalike Audiences
Capitalising on their existing database with purchases via Shopify and engagment via their multiple social pages, we created lookalikes with 1-10% threshold for Meta to learn from as much data as possible from potential buyers.
We also created additional adsets for high quality lookalikes such as ADC with a 1-5% threshold and purchasers at 1% threshold.
Throughout the Black Friday campaign, we noticed that the audiences were quite limiting, especially for retargeting, so we also ran a separate ad objective for insta views and cold audiences who were interested to purchase through Adv+ campaigns. The logic behind this was to feed new data through the pixel from cold audiences that we can retarget and grow wider audiences.
TikTok Spark Ads
Due to their current deomographic being between the ages of 16-28, there was huge potential to capitalise on TikTok for the younger market. As Garms worked with many influencers, we could generate spark ads from their organic content which originally promoted Garms latest releases and then run an ad that would target to the website to buy now.
These influencers would have over 100,000 followers so by targeting their audience + Garms’ existing audience, we would be building more new data to drive through the pixel and build more lookalike data.
Meta Ads Results
TikTok Ads Results
The Results
As a result of the implemented changes, our efforts achieved:
Purchases
Qualified Leads
Avg ROAS
Cost Per Result BF
Avg Monthly Revenue
