DUKE + DEXTER

A multi-channel paid social strategy including Meta & Pinterest with the aim of reducing new customer acquisition costs
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Client
DUKE + DEXTER
Project Type
Paid Social
Partners
Pinterest, Meta, Triple Whale, Feedoptimise
Year
2024

Snapshot of success

Here are some of the standout results from the project:
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Project Overview
Challenges Faced by Duke + Dexter

Duke + Dexter (D+D), a distinguished footwear brand, grappled with significant challenges in their Meta Ads campaigns. They faced inconsistent ad performance, making it difficult to maintain a stable return on ad spend (ROAS), which hindered their ability to scale and predict advertising outcomes reliably. Their existing ad account structure didn't support their goal of achieving a specific female-to-male revenue split aligned with their business objectives. The lack of dedicated ad sets for each gender meant they couldn't control spending effectively or ensure creatives were delivered to the right audience.

Additionally, there was an issue with their product feeds. The Feedoptimise feed was being added to the existing Shopify catalogue, which meant rules surrounding stock were being overwritten. This resulted in products with low stock levels appearing in Dynamic Product Ads (DPAs), leading to wasted ad spend and potential customer dissatisfaction. JMW worked closely with the team at Feedoptimise to fix this problem, ensuring stock levels were accurately reflected in ads.

Introducing new creatives and products often disrupted ad performance due to limited testing capabilities, making innovation risky. Fragmented data across numerous creatives complicated performance analysis and optimisation efforts. Furthermore, high new customer acquisition costs were reducing margins—a critical issue since profitability on first purchases was essential due to the uniqueness of their products.

Our Solution and Implementation

To address these challenges, we executed a comprehensive Meta Ads optimisation strategy. We restructured the ad account to align campaigns with the desired female-to-male revenue split. By creating dedicated ad sets for each gender, we gained control over spending to reflect business targets and ensured that creatives were delivered to the right audience. This realignment facilitated balanced growth and achieved the targeted revenue distribution.

To resolve the product feed issue, we collaborated with Feedoptimise and addressed the stock level discrepancies. By ensuring that products with low stock were excluded from the feed, we prevented them from appearing in DPAs. This optimisation improved ad efficiency and enhanced the customer experience by displaying only available products.

We implemented a robust testing framework by establishing dedicated campaigns for testing new creatives and products, isolated from core performance campaigns to prevent data contamination. This allowed us to introduce innovation without disrupting overall ad performance.

Adopting flexible ad formats consolidated data into fewer creatives, simplifying analysis and enabling broader placement adoption within Meta platforms, which increased reach and engagement.

To reduce new customer acquisition costs, we optimised targeting by leveraging detailed audience insights to focus on high-potential new customers more likely to convert profitably. We developed compelling ad creatives that highlighted D+D's unique value proposition, effectively attracting first-time buyers and enhancing first-purchase profitability.

Client Testimonial
 Visual Showcase

The JMW Blueprint.

A proven strategy to scale your brand.
Client Onboarding & Strategy Development
  • The onboarding form ensures we have the correct access and privileges so that our team can get to work immediately with planning. At this stage, we gather extra information about your brand to develop your strategy further.
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Approval & Implementation
  • Your account manager will present you with your bespoke strategy which can include ad copy, ad creatives, website designs, and email designs ready for your approval. Any amendments and tweaks will be arranged at this point before being implemented by our marketing and development teams.
Reporting & Optimisation
  • You will receive your login details to either your Triple Whale dashboard or your JWM Analytics account depending on your eCommerce platform. These platforms allow you to monitor your KPIs in a simple, clear-to-see, dashboard. Working with your account manager and your reporting suite we continue to test and optimise your strategy to create winning combinations and formulas to scale.
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Scale
  • With a winning formula now in place, our objective is to scale whilst you watch the sales and cash roll in. Oh and not to mention refer us to your friends and colleagues too.

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