The Story
Lune Active was founded by Ashley Samwel and Esra Sam with a vision to create sustainable, timeless fashion pieces that blend innovation with elegance. From its inception, the brand aimed to revolutionize the fashion industry by offering high-quality, versatile designs that cater to modern lifestyles. With a strong commitment to sustainability, Lune Active's collections are crafted with the utmost care, ensuring both style and functionality. The brand quickly gained traction, securing endorsements from influential figures in the fashion industry and expanding its reach through a robust online presence.
Lune Active's popularity is reflected in its impressive social media following:
- Instagram: 10k followers
- Facebook: 115 followers
- Website Visitors (Monthly): 5k
Objective
The goal was to optimize Lune Active's advertising strategy to enhance profitability in the USA.
The Challenge
Lune Active faced several challenges in optimizing their advertising efforts:
Search Structure
Their existing search campaigns were not effectively differentiating between brand and non-brand customer acquisitions, leading to inaccurate reporting and inefficient spending.
Shopping Ads
Overlapping product groupings in Smart Bidding strategies skewed data, preventing optimal campaign performance.
Paid Social
Although achieving decent results, their current Facebook ad setup struggled with scalability. Frequent creative changes triggered the learning phase, increasing CPMs and decreasing ROAS.
The Approach
EMA implemented a series of strategic changes to address these challenges and drive growth:
PPC Campaigns
- Restructured search campaigns to accurately report on brand vs. non-brand acquisitions.
- Phased out brand search queries to reduce costs and focused on new customer acquisition through Google Shopping.
Shopping Ads
- Conducted a comprehensive review of product attributes to ensure accurate data for better segmentation.
- Restructured campaigns to eliminate overlapping product groupings and improve performance.
Paid Social Ads
- Introduced a full-funnel system targeting untapped audiences, from brand awareness to retention campaigns.
- Segmented ads by user intent, tailoring creative for different audience segments.
- Implemented retention campaigns to engage loyal customers with specific discounts, enhancing lifetime value.
ROI Hunter Integration
- Utilized ROI Hunter to dynamically update product sets and ad copy, avoiding the learning phase and enabling frequent creative changes without disrupting campaigns.
- Scaled ad spend significantly, aiming for six-figure spends over Q4.
The Results?
Lune Active's collaboration with EMA led to remarkable improvements in their advertising performance:
- PPC Revenue: Increased by 84%
- PPC Conversions: Grew by 65%
- Paid Social ROAS: Improved by 42%
- Paid Social Revenue: Rose by 65%
The strategic ad optimizations implemented by EMA drove significant growth for Lune Active, enhancing both revenue and conversions while efficiently scaling their advertising efforts.