Background
Founded in Mumbai, Eské has been making luxury accessible with its chic, functional design since 1988. Known for its European-inspired collections and proprietary craftsmanship, the brand offers a range of high-quality handbags, briefcases, duffels, wallets, and footwear. Launching into the digital space, the brand invested significantly in performance ads but failed to achieve satisfactory Return on Ad Spend (ROAS).
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Audience Strategy Undertaken
To address this problem, Eské partnered with Xpert to leverage its audiences composed exclusively of actual buyers. Xpert’s strategy involved targeting appearance-conscious audiences by identifying consumers with a demonstrated history of purchasing complementary products such as clothing, handbags, wallets & cases, and jewellery. They focused on eliminating non-serious buyers who were just ‘interested’ to eliminate ad spend wastage. Additionally, Xpert’s comprehensively built buyer insights were utilised to recognize that Eské's ideal customers were trend-following, appearance-conscious working professionals.
Results Achieved
Through this targeted approach, Eské experienced significant improvements. By honing in on a more relevant audience, Eské was able to lower their Cost per Acquisition by 51%. The refined targeting strategy resulted in a more favourable ROAS, with an observed increase of 133% when using Xpert's audiences. Focusing only on the brand’s target buyer personas led to a notable rise in conversions on Eské’s website.
Inferences & Insights
Understanding and targeting potential buyers with specific lifestyle choices and purchasing patterns proved crucial in improving digital ad performance for the fashion brand. Leveraging Xpert’s audiences allowed Eské to make informed decisions, resulting in more effective ad spending. Identifying the profile of appearance-conscious working professionals helped Eské craft more personalised and appealing marketing campaigns.
Scaling Beyond
Building on the success of this targeted strategy, Eské plans to continue using Xpert’s audience targeting to optimise their marketing budgets & ensuring higher acquisitions at the same time.