Client Overview:
Our client, an athletic apparel brand with collegiate licensing agreements, sought to boost sales during the 2024 Holiday season and capitalize on New Year’s resolutions and college football fandom in early 2025.

Objective:
The goal was to drive online sales through Meta Ads by strategically aligning messaging with seasonal consumer behavior.

Phase 1: Holiday Shopping Campaign (Mid-November – December 2024)

• Strategy: Focused on holiday gift shopping, emphasizing bestsellers and special promotions to attract holiday shoppers.
• Ad Spend: $3,558.12
• Results:
  • Sales Generated: 350 orders
  • Average Order Value (AOV): ~$60
  • Key Insights: High engagement with gift-focused messaging, strong conversion rates from retargeting campaigns.

Phase 2: New Year’s Resolutions & College Football Campaign (January 2025)

• Strategy: Shifted focus to fitness-related messaging to align with New Year’s resolutions and targeted fans of specific college football teams based on the brand’s licensing agreements.
• Ad Spend: $1,958.35
• Results:
  • Sales Generated: 368 orders
  • Average Order Value (AOV): ~$72
  • Key Insights: Higher purchase intent from resolution-based messaging and team-specific apparel, leading to increased order value and conversions.

Key Takeaways:

• Seasonal Targeting Works: Aligning ad messaging with consumer behavior (holiday gifting vs. fitness goals) significantly impacted sales.
• Higher AOV in Niche Targeting: Targeting college football fans and fitness-driven consumers resulted in a higher AOV compared to the holiday period.
• Efficient Ad Spend: January’s campaign achieved a higher ROI despite a lower budget, proving the effectiveness of well-segmented targeting.

Total ROAS Calculation:

• Total Revenue: $47,496
• Total Ad Spend: $5,516.47
• ROAS: 8.61 (For every $1 spent on ads, the client generated $8.61 in revenue.)

Conclusion:
By adapting campaign strategies to shifting consumer priorities, we maximized the client’s revenue while optimizing ad spend. This case study demonstrates the power of agile paid media strategies in e-commerce, ensuring continued growth beyond peak holiday shopping periods.