Case study
How CATALYS helped Kenelle scale their revenue by 10x within 6 months
About the brand & it’s struggle
Kanelle Online is a modern apparel brand that offers a diverse range of stylish clothing for women, blending contemporary fashion with comfort and quality. Known for its attention to detail, Kanelle creates versatile pieces that cater to both everyday wear and special occasions, allowing women to express their personal style with ease. From bold, trend-forward designs to timeless wardrobe essentials, the brand emphasizes craftsmanship and the use of premium fabrics in every collection. With a focus on providing a seamless online shopping experience, Kanelle continues to be a go-to destination for women seeking high-quality, fashionable clothing.
The brand faced issues with its advertising strategy:
- Ad Account Structure: Same audiences and ads were tested across multiple ad sets, leading to high Customer Acquisition Costs due to internal competition.
- Ad Placement and Utilization: Carousel ads lacked proper headlines and were not optimally placed.
- ROAS stood at 1.53 despite running sales and discounts.
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Strategies & Transformations Implemented
To overcome these challenges, we implemented the following changes:
Strategy #1: Account Restructuring
We streamlined the ad account by discontinuing overlapping campaigns and restructuring the strategy to focus on Top of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF) segments. Additionally, we prioritized creative testing to refine messaging and visuals, ensuring more efficient targeting and improved campaign performance across all stages of the customer journey.
Strategy #2: Audience Segmentation
We implemented audience segmentation by creating diverse audience groups for detailed testing. This approach allowed us to tailor ads more effectively to specific demographics, interests, and behaviors, enabling us to gather valuable insights into each segment's performance. As a result, we can optimize our targeting strategies and improve overall campaign effectiveness.
Strategy #3: Creative Testing
We aggressively conducted creative testing by experimenting with various ad formats, visuals, and messaging to identify the most effective combinations. This iterative process allowed us to analyze performance metrics, uncover insights into audience preferences, and refine our creative strategies. Ultimately, this approach enhances engagement, improves click-through rates, and drives better campaign results.
Strategy #4: Budget Increase
We increased the advertising budget from INR 7,000 to INR 17,000 to expand our reach and enhance audience engagement. This significant budget boost allows us to amplify our ad placements across multiple platforms, reach a larger and more diverse audience, and ultimately drive higher traffic and conversions for improved campaign performance.
The Results
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These strategic adjustments led to significant improvements:
- AOV Increase: The Average Order Value rose from INR 6,362 to INR 8,070, marking a 26% increase over four months.
- ROAS Improvement: ROAS climbed from 1.53 to 3.43 in just two months of account management, a 124.22% increase.
- Revenue Growth: Revenue surged from INR 12,83,354 to INR 34,31,315, an increase of approximately 167.37% in two months.
Now that everything was running full steam ahead, in phase 3, we successfully increased their ad spend each week - doubling in only three weeks! By restructuring their Google Ads account, we were able to begin experimenting with prospecting keywords, enabling them to scale even faster. This was perfect timing leading into the week of Black Friday. We created UGC content and carousel ads that did incredibly well in the retargeting funnel and pushed out a very enticing Black Friday offer.
UGC (user-generated content) creates greater trust between the brand and the customer. It is authentic and user-centric content created to provide an honest representation of the customer experience. In short, customers trust other customers. Additionally, carousel posts are fantastic for showcasing different products, highlighting videos and increasing traffic. Each post can include up to 10 images and videos that users can swipe through.
Combining UGC and carousels with an irresistible Black Friday offer created a strong launching pad for the New Year - and completed month six with a bang!
