Perfecting Marketing Tone: Ecommerce Paid Ads Content Strategy

Plazmalab is an ecommerce clothing brand, a collective of visionary art artists that designs unique printed item for subculture fans. The clothing designs are inspired by alternative and subculture related events and experiences. The audience of Plazmalab is from all over the globe, but share similar values and character outlines. The brand sells most items online, using Meta Ads and Email Marketing.

With my partner, Nati, I was introduced to the team to improve overall results in our Paid Advertising efforts, particularly in our efforts to generate sales in Meta Ads. The problem was a general desire to increase the budget and reach new markets. Still, failing to do so, while the overall feeling was that we were recycling the audience and finding it hard to maintain daily revenue, we found it attractive enough for the client.

• Increase ROI / ROAS.

• Increase Traffic and Brand Awareness.

• Expand Email Listing.

• Get into the USA market.

• Create a sustainable marketing strategy.

At the outset, I took charge of the campaigns and tagging implementation. However, after several months of experimenting with different strategies, it became clear that we needed to do more. We began by breaking down our target audience and striving to understand their character. This was a collaborative effort, with each team member contributing their unique insights. We then initiated different copywriting to speak in the right marketing tone, which we identified as sarcastic, hitting on the need to feel different and rebellious, do things your way, break away from the norm, and more. Your contributions were integral to this process and are greatly appreciated.

I then asked for broader marketing content that speaks directly to our target audience. We added longer videos and targeted those who watched a significant portion of those videos in later levels of the marketing funnel. We added unboxing and customer reviews to our remarketing campaigns and generated content that screams rebellious and outgoing attitudes.

The results of our new strategies were not long in coming. In the following months, we were able to scale the budget by 10%-30% while expanding our market to areas like the USA, Australia, and Japan. We saw a significant increase in traffic, and our social media presence began to gain momentum. Our revenue surged by 35%, and our ROAS grew from 2.4 to a steady 4.5 as we scaled the budget. These results should give us all a sense of optimism and confidence in our future endeavors.

Examples 📸

" Hey, legend! 🔥 Forget playing it safe—ordinary just isn’t in your DNA 🧬 Trip into a design that’s all about comfort and adventure, made for those who live by their own rules, no filters, no limits. " " Time to 🏴‍☠️ Drop your fears and take a leap 🏴‍☠️ Ditch the cat vids and score your exclusive coupon now → ##### Be your own Design - Plazmalab "