Double summer season sales YoY with a 10X ROAS

More than 10X return on advertising spend (ROAS) from March to August 2022.

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2023-01-10

I’ve always known that digital marketing was a way to drastically increase sales, but I didn’t expect it to be so quick and effective. Collaborating with an agency like Mint. means being supported by a professional and dedicated team. I highly recommend them to everyone!

Vanessa Mennillo, Founder and President

Compagnie

Mennillo

Siège social

Mirabel, QC

Nombre d’employés

1-10 employees

Industrie

Fashion and Clothing

https://mennillo.ca

Objectifs

Increase online and in-store sales in Canada.

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Défis

Competitive industry with low barriers to entry.
Highly seasonal industry in Canada.
No advertising history and low organic search visibility for the website.

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Stratégies employées par mint.

Multi-Platform Strategy

Deployment of an omnichannel strategy to diversify touchpoints with the target audience.

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Expansion into Ontario

Expand the brand beyond Quebec by implementing an acquisition strategy in Ontario.

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Iterative Strategy Based on Learnings

Realignment of the search engine advertising strategy after the first month.

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Comment avons-nous atteint l’objectif ?

Advertising Presence on Pinterest Ads, Facebook Ads, and Google Ads

We began the mandate with a social media advertising strategy on Meta Ads and a search advertising strategy on Google Ads. We quickly realized that both platforms were highly saturated with competitors. Although our campaigns were performing well and remained profitable on these two channels, we saw an opportunity to test a third advertising platform that was less crowded and just as effective at reaching our target audience: Pinterest Ads.

Pinterest is a platform of choice for young women looking for inspiration for fashion styles and travel destinations. For us, it was the perfect opportunity to introduce the brand to its target audience even before the purchase decision process had begun and position it top-of-mind ahead of competitors, especially since the platform was still underutilized in Canada by other swimwear brands.

Result:

ROAS of $7 during the first 3 months of the campaigns.

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Budget Allocation and Growth Strategy

Our team manages our partners’ investments very actively. Our proactivity and flexibility are reflected both in how we allocate budgets by platform, market, and campaign, and in the strategic scaling of budgets to maintain control over campaign profitability.

For this mandate, we notably made weekly adjustments to the advertising budget to:

Follow demand seasonality.
Increase budget in the most profitable areas and reduce spend in lower-performing areas to maintain a strong ROAS.
Drive growth in the ROC, more specifically in Ontario.
Amplify the best-performing messages and content to acquire new customers at the lowest possible cost of acquisition.

Integration of Display Campaigns on Google Ads

We began the mandate with acquisition and brand protection campaigns on search engines. However, as the summer season began, we observed a strong presence of competitors with larger budgets and stronger search engine authority (SEO), which prevented us from maintaining profitable acquisition costs (CPA).

We therefore adjusted our strategy by investing in Display network campaigns while keeping only brand protection campaigns in Search.

Our proactive approach had the following impacts (May–August 2022 vs. March–April 2022):