The New Digital Era of Horace with mint. Leading the Way

A successful takeover of advertising accounts.

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2024-08-06

What charmed us about mint is their creativity and how much they genuinely care about our success. We are not just another account in their portfolio. Working with them is always enjoyable and constructive. We feel heard and supported.

Alexandra & Marie-Josée, Co-Founders

Compagnie

Horace

Siège social

Repentigny, QC

Nombre d’employés

1-10 employees

Industrie

Jewerly and accessories

https://en.horacejewelry.com/

Objectifs

Increase online sales.
Generate advertising profitability.

Défis

Before the transition of digital accounts to mint., the following challenges were observed:

Significant fluctuations and instability in sales (a 4% decline in sales in 2022–2023).
Insufficient, and at times nonexistent, profitability despite a high advertising budget (MER up 35% YoY).
An unknown profitability threshold, hindering strategic decision-making.
A saturated online jewelry industry.

Stratégies employées par mint.

A Simplified Structure

Adoption of a clean, minimal approach and structure.

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ABO & CBO Driving Sales

Sales optimization through ABO & CBO.

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Creative as a Performance Lever

Standing out with strong creatives.

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Comment avons-nous atteint l’objectif ?

Back to the Basics: A Simplified Strategy

In addition to temporarily removing certain underperforming platforms such as Pinterest Ads, we streamlined the existing structures. For example, in the previous Google Ads strategy, which was highly segmented, there were two separate Shopping campaigns: “Shopping All” and “Shopping Best Seller.” After extensive A/B testing, we decided to focus our resources solely on the “Shopping Best Seller” campaign due to its superior performance.

This consolidation allowed us to improve profitability while reducing our advertising investment. Given the intense competition in the online jewelry industry and the presence of major players, we also temporarily set aside our Search campaigns to concentrate our efforts on strategies that were more profitable in the short term.

Results:

+17.31% conversion rate
+$1.16 ROAS
+24.89% in average order value

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ABO & CBO: Sales Stability with Increased Efficiency

Deployment of ABO campaigns (Ad Set Budget Optimization) to assess the performance of each ad set. Following the analysis of the A/B test results, the best-performing interests were grouped into a single ad set within a CBO campaign (Campaign Budget Optimization). This approach allowed us to optimize the allocation of advertising spend toward the best-performing segments, helping reduce the budget while maintaining sales stability, all supported by continuous A/B testing.

Results:‍

CBO Campaign vs. ABO Campaign - From April to December 2023

Cost per Add to Cart (ATC): $2.82 vs. $4.41
Cost per Purchase (CPA): $60.23 vs. $89.49
Cost per Click (CPC): $0.68 vs. $1.06

Standing Out Through Creativity in a Saturated Industry

In this approach, the focus was placed on ideation and the creation of original, colorful, and impactful visual concepts. The objective was to stand out from the conventional, often monochrome creatives commonly seen in the industry. By relying on unique concepts, this approach helped counter market saturation and effectively capture the attention of the target audience.

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