Background
&Circus is an innovative brand specializing in high-quality intimate apparel with a focus on comfort and style. Established with the aim of redefining everyday essentials, &Circus offers a range of meticulously crafted underwear and loungewear designed to blend seamlessly with modern lifestyles. Their collections are characterized by luxurious fabrics and a commitment to both aesthetic appeal and functionality, catering to consumers who value both elegance and practicality in their intimate wear.
.png)
Challenge Faced
Although &Circus has invested significantly in performance ads and offers well-crafted quality products, the brand struggled with high conversion costs and suboptimal return on ad spend (ROAS). Despite generating substantial traffic to their fresh and fun website, &Circus faced a challenge in converting visitors into buyers, resulting in a high cost of conversion and less-than-ideal ROAS. The main challenge for the brand was its inability to efficiently target serious buyers and differentiate them from those less likely to convert or unable to afford their products.
Audience Strategy Undertaken
To tackle this challenge, &Circus used Xpert’s data-driven audiences to refine their targeting strategy. Xpert's data enrichment highlighted key customer traits, hence shifting focus to buyers with a history of purchasing complementary products like sleepwear, loungewear, and activewear. This new approach aimed to concentrate their ad spend to actual buyers comprising of young professionals who prioritize comfort and quality in their clothing, while seeking products that are stylish, innovative, and fit their modern lifestyle.
Results Achieved
By leveraging Xpert’s Audiences, &Circus successfully reduced their cost of customer acquisition by 10.4%. The refined targeting also significantly improved &Circus’ ROAS performance by 38%. This success was achieved by reaching individuals with a demonstrated record of conversion for premium & comfortable apparel, aligning the ads more closely with the brand’s positioning and values.
.png)
Inferences & Insights
The case study highlights the importance of precisely targeting within an audience set of ACTUAL buyers and leveraging data-driven insights to enhance marketing efficiency. &Circus’s experience underscores how a tightly defined audience targeting strategy can effectively reduce CACs and boost ROAS, proving that even niche markets can benefit significantly from strategic optimization.