Leading Clothing Brand Grows New-to-Brand Sales 35% with BBE AMC Insights Supported by Pacvue

The clothing brand wanted to improve the impact of their online advertising strategy across the marketing funnel to increase ROAS and New-to-Brand (NTB) sales. Identifying the audience personas of both Ad Attributed and Organic Visitors and mapping the path to purchase for each would enable them to adjust their strategy and improve performance in a very crowded category.

The clothing brand’s team, in collaboration with Buy Box Experts crafted a holistic, data-based strategy designed to grow incremental sales. Utilizing proprietary data and Pacvue’s AMC Reporting and Audiences, they improved efficiency by understanding the buying journey of their customers and leads. This allowed them to create more effective campaigns to target the most relevant buyers at the right time.

• Dayparting: Identified the time of day when their advertising is most efficient and adjusted their bids to be more competitive.
• Audience Insights: Revealed who views and purchases their products, enabling them to create more detailed and targeted segments, expanding their reach.
• Shopping Insights: Uncovered the buyer journey from both organic and Ads on a category/ASIN level, pinpointing drop-offs and retargeting users.
• Period Analysis: Provided an accurate lookback window to inform remarketing campaigns in Amazon DSP to reach the most valuable customers.
• Path to Purchase Analysis: Identified the most efficient buyer journeys to drive New-to-Brand sales with a collaborative advertising strategy between Search and Display.

With the data-driven insights from Pacvue’s AMC Insights and Audiences, the brand pinpointed the overall buyer journey from first interaction to purchase. The campaigns created campaigns drove impressive results compared with the previous year, including:

• Increases in spend by 92%, sales by 244% and ROAS by 79%
• New To Brand (NTB) ROAS rose by 238%
• 6% Increase in category market share on Amazon

The clothing brand intends to continue to use AMC Insights to gain a greater understanding of customer behavior, identify gaps and opportunities in targeting, and build impactful strategies across the funnel in both DSP and PPC.