Hunza G • Case Study

Paid Media Management

TASK

Sustainable yet exponential growth through paid social ads.

Hunza G had ambitious targets for growth, but they were not willing to sacrifice their brand equity or take any shortcuts to success. We were tasked with establishing and executing a strategy that delivered on this premise.

TASK

Sustainable yet exponential growth through paid social ads.

We sell a Hunza G swimsuit every 15 minutes • We sell a Hunza G swimsuit every 15 minutes •

ACTIONS

Digital advertising was largely uncharted territory for the Hunza G leadership team.

It was essential to both parties to collaborate very closely, particularly in the on-boarding and strategy phase.
To achieve this, we took a systematic approach to building the advertising account from the ground up. Our goal was to create a business wide understanding of how to measure the success of the advertising efforts and scale with confidence and without taking unnecessary risk.

ACTIONS

Digital advertising was largely uncharted territory for the Hunza G leadership team.

Our approach can be summarised in the following steps:

1Doing the financial homework.

We started by working out the actual profitability of selling the swimsuits through paid ads. We then turned this into a robust model from which the expected return of the advertising efforts could be easily understood by everyone in the business.

2Establishing the right message and the right audience.

Focusing on a few core channels and territories, we started testing a number of different video, animation and static ad variations to different audience segments.

3Expanding what already worked to new regions.

We conducted a predictive data analysis to establish the highest likelihood of success for new market entry. Once selected, we started running low spend experiments with the winning ad creative to test the hypothesis before selecting which new countries to ramp up spend in.

4Battling seasonality

Being able to quickly establish ourselves in new markets, we wanted to off-set the typically seasonal nature of swimwear sales. By overlaying external trends data with our own historic sales data we developed a strategy for how to best allocate ad spend based on the most relevant purchasing occasions around the world.

5Scaling it all up

Having established the right ad creative, audience segments, regions and occasions, it was time to increase the investment and profitably scale the advertising to reach the desired exponential growth.

6Adding new channels  to the mix

In parallel to scaling up the efforts on existing markets and channels, we started replicating our process on new social channels in order to unlock even more growth opportunities and prepare for the next giant leap in ad generated sales.

RESULTS

Within the first 12 months of working with the Hunza G team we:

0 k

Sold more than 15,000 swimsuits directly attributable to paid ads.

0 %

Increased online sales by an average of 56.6% month-on-month

0 x

Profitably scaled the paid advertising budget by 8x

0 x

Increased the revenue generated from paid advertising by 38X

0 +

Stabilised ROAS above 5 on six-figure monthly ad spend.