A FRESH APPROACH
TO INFLUENCER MARKETING
FOR CLOTHING BRAND
FRESH EGO KID
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Achieving ROI’s as high as 3000% through paid social & paid search.
THE CHALLENGE
Fresh Ego Kid, the brainchild of ex-professional footballer Marvin Morgan, has a large influential following amongst the footballing world. Our task was to utilise influencer branded content within a paid social and paid search environment, with the vision of driving 5x ROI.
We needed to utilise different sales funnels for different audiences we were targeting. Our content stories were vast and included focus the background of the company, the owner, and the influencers who represented the brand. All these stories were to create one journey through to sale conversion.
THE INFLUENCERS
Whilst being stocked in major high street stores such as JD Sports, Footlocker and Harvey Nichols to name a few, Fresh Ego Kid is a brand hugely powered by influence, with names, such as James Maddison, Anthony Joshua, Dele Alli and Romelu Lukaku regularly being seen in FEK clothing.
Alot of our paid content was powered by these names and we were therefore able to push our ‘Always On’ influencer approach forward with paid media for Fresh Ego Kid.
THE SOLUTION
After filtering through content, building relevant audiences across Facebook and Instagram. We used footballers from each team and targeted fans and lookalike audiences for each of these, really utilising each influencer to build the brand awareness, which would eventually help to build sales. Ads were run side by side, ensuring we always had brand awareness and conversion ads live. A/B testing was initiated to make sure we were always learning what was successful and what wasn’t working, always optimising our ads, we had ROI’s as high as 1357%. We were also running paid search ads as well as social, focusing on keywords to push Fresh Ego Kid, we achieved a 3000% ROI in January through our paid search team constantly optimising.
THE RESULTS
With daily optimisation throughout paid social, we managed to achieve our most successful month with a 10x ROAS and 120% increase in MoM sales. Activity through paid search also excelled with ROI’s as high as 3000%.
The CPA dropped by 181% to an amazing £3 CpA. The result not regularly seen within the fashion eCommerce space.
We were able to grow sales by 148% within a 60 day period for Fresh Ego Kid.
Key Performance Stats
181%
CPA decreased by
148%
Increase in sales
3000%
Driving
ROI
10X
Delivering
Return on Ad Spend
