Background
Amydus is a leading, plus size fashion destination for Indian Women. Democratizing fashion across size boundaries, Amydus caters to the rising in demand readymade, trendy plus size clothing in India. The niche brand has a wide range of women’s apparel, ranging from Kurtis & Dresses to Formal Tops & T-shirts, all in sizes upto 9XL.
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Challenge
Dealing in plus size apparel means that the brand’s target market is limited in size, which makes precise targeting even more crucial for their ad success. Although the brand was utilizing Facebook's interest based audiences consistently, their ad performance was declining at a concerning rate. Despite increasing ad budgets, Meta’s ads failed to scale for them beyond a certain threshold. To achieve a viable ad campaign strategy & accelerate growth, Amydus collaborated with Xpert.
Audience Strategy
For Amydus to succeed, precisely defining who their target audience is, was the most important step. Xpert identified the goals & needs of Amydus’ ideal buyer persona. It then accordingly filtered through its extensive database to build an audience of high intent buyers who had a verified history of making complementary purchases around similar problem solving products. The primary customer type was determined to be female working professionals from tier-1 & tier-2 cities. These were appearance & trend conscious individuals looking for apparel that was both inclusive in size and in sync with contemporary style. Xpert accounted for these shopping preferences and identity traits when building out its audiences as well as lookalikes.
Results Achieved
Xpert’s audience of genuine buyers and high intent lookalikes, worked wonders for the fashion brand. In a matter of weeks, the ads started showing results beyond expectations with a notable 25% increase in ROAS. Xpert got the targeting right which resulted in sustainable ad budgets as the brand saw a 17% decrease in cost/conversion and 16% decrease in CPC.
Inferences & Insights
Every brand's customer 'lookalikes' is limited by the size of their customer base. Leveraging our lookalikes generated from precisely built audiences basis past purchases across complementary products & customer goals provided a significantly higher number of data points for platforms to target & influence the right buyers. With the help of Xpert, Amydus continues to enjoy performance ad success for their products as they continue to innovate plus size clothing.