From 8 to 14 in ROAS over 3 months for the online store Caspara

This case is for you if:

• You are the marketing manager in a company spending over 100,000 NOK monthly

• You aim to earn more from the advertising you run

• The results have slowly declined

The Result

We started a collaboration in May 2024, where the revenue was record low after the ad had been deprioritized. The rest is history, as we can see in the overview for ROAS of the online store:

ROAS, May: 8.19

ROAS, June: 12.3

ROAS, July: 9.5 (with scaled ad spend)

ROAS, August: 14.03

Challenges

CASPARA came to us wanting to get more out of their advertising. They needed someone who could handle the technical advertising work while they focused on building their brand through events, pop-ups, new launches, community, and content production. After a thorough onboarding that included market analysis, competitor analysis, product analysis, and developing personas, we started advertising in the last week of August.

How We Proceeded

Phase 1: Proving our ads against existing ones, improving structure and scaling

By starting the advertising with this, we clarify which graphic and text combination works best together. This is optimal as the graphics and text are crucial for whether your target audience stops scrolling and reads your ad.

The goal is to find the best variant. This is determined by looking at KPIs such as CPL (cost per lead), CTR (What percentage of all who see the ad click on it?), CPM (How much does it cost to show the ad to 1000 people?), CPC (How much does each click on the ad cost?).

Ads Rooted in Market Analysis

The clothing industry is characterized by high competition, and consumers are often skeptical about shopping from companies they haven't heard of. Therefore, it became important for CASPARA to use a lot of TOF content – ads that spoke to the part of the target audience that is least ready to make a purchase – and gradually made themselves more and more known to this large target group of customers.

Phase 2: Review of Running Ads

We define an average of the performance in the ad account today and find ads that are above this average. We try to scale these ads right away.

We conducted a closer analysis of the best ads to understand what makes them perform well.

More Profitable in Summer with Us than in Winter

ROAS increased from May, and revenue rose. Summer was CASPARA's first summer as a brand, and they were unsure of what results they could expect.

They had a product launch of new colors and a shorts product line, and sales exceeded all expectations.

Summer resulted in higher net profit than the months of January, February, April, and May!

Hoodies are typically products sold the most in January and February – but here the market has proven to still want the products despite warmer weather when summer arrived.

How Can You Also Become More Profitable?

• Turn off loss-making ads before the collaboration uses 100% of the budget for campaigns that have 5.55, 3.45, and 1.33 ROAS.

• Do not turn off good ads because you feel you need to replace them: All the ads in the active campaigns that have actually performed well were turned off before we started the collaboration

More than a Traditional Agency

Curve works with the companies we collaborate with. It may sound simple, but many agencies do not do that. We are a growth partner together with our partners. We are paid a share of the results we create, which is a good incentive for us to drive your growth forward.