The.Frame Clothing – A Facebook Ads Success Story
Prince Ome
When The.Frame Clothing approached me to manage their Facebook ad campaigns, they were looking for a way to scale their online store. They were already confident in their product—premium clothing that combines comfort with style—but struggled to turn their ad spend into consistent revenue. The goal was simple: drive sales, maximize their return on ad spend (ROAS), and scale their campaigns efficiently.
The first step was understanding The brand's audience and brand identity. Their products cater to fashion-conscious individuals who value both aesthetics and quality. I analyzed their existing customer base, previous ad performance (if any), and website traffic data to create an initial roadmap.
Objective: Conversion campaigns optimized for purchases.
Initial Budget: £3,000 allocated for testing over the first month.
Platforms: Facebook and Instagram.
We divided the campaign into three core segments:
Cold Audiences – Targeting new potential customers using interests, demographics, and lookalike audiences.
Warm Audiences – Retargeting website visitors and social media engagers.
Hot Audiences – Retargeting cart abandoners and past customers, using email list.
The Testing Phase
We started with multiple ad sets to test different variables:
Ad Creatives: Static images, catalogs and short-form videos featuring their flagship T-shirts.
Ad Copy: Split-tested between emotional storytelling and direct, benefit-driven messaging.
Audiences: Interests like “modern fashion,” “sustainable clothing,” and “urban lifestyle,” and a lot more behaviors along with lookalikes based on past purchasers.
Findings from Testing:
Short-form videos performed 3x better than static images in driving engagement and clicks. These videos highlighted The.Frame Clothing’s quality fabrics and unique designs and the story behind the brand.
Audiences with interests in “streetwear” and “fashion bloggers” delivered better conversion rates than broader categories.
Retargeting warm audiences (website visitors in the past 14 days) provided the best ROAS during the testing phase.
After two weeks of testing, we identified 3 high-performing ad sets with ROAS exceeding 15. These were then scaled gradually while other ad sets were paused.
Once the testing phase concluded, we focused on optimization.
Budget Reallocation:
High-performing ad sets with ROAS above 20 were given 30-40% more budget. For example:
An ad set targeting lookalike audiences of past buyers achieved a ROAS of 25.92 after scaling.
Creative Refresh:
To combat ad fatigue, we introduced new creatives bi-weekly while keeping the messaging consistent. Successful creatives from the testing phase were modified slightly to maintain engagement.
Retargeting Focus:
Retargeting ads targeting cart abandoners (last 14 days) delivered a ROAS of 50.77. These ads specified limited-time discounts and free shipping.
Audience Refinement:
The data showed that ads targeting users aged 22-34 outperformed other age groups. We narrowed our targeting to focus more on this demographic.
As of now, the campaign is ongoing, and the results speak for themselves:
Total Ad Spend: £26,194.72
Total Purchases: 884
Total Purchases Conversion Value: £238,203.09
Overall Campaign ROAS: 9.09 (For every £1 spent on ads, we generated £9.09 in revenue).
Standout Performance:
One ad set achieved a remarkable ROAS of 50.77, generating £23,852.80 in revenue from just £469.80 spent. This demonstrates the power of precise targeting and compelling creative.
Another top-performing ad set delivered a ROAS of 19.98, with £15,488.76 in revenue from a £775.15 spend.
Even the lowest performing ad set, with a spend of just £91.71 generated 2 purchases worth £2,002.00, with a ROAS of over 21. This shows that even with a minimal budget, we were able to achieve a positive return.
Ad sets with the names cut off in the image, delivered ROAS of 11.65, 11.64, 6.27, 16.35, 11.90 and 8.62 respectively.
We achieved an average Cost per Purchase of £29.86 across the campaign, indicating efficient conversion of ad spend into sales.
The campaign is still running, and our focus moving forward will be on:
Expanding the use of user-generated content (UGC) to build trust and authenticity.
Exploring additional platforms like TikTok ads to diversify traffic sources.
Creating loyalty-based campaigns for repeat customers to further increase lifetime value.
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Posted Feb 27, 2024
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