ABOUT

Concept
Keen to shift focus from discounting over-reliance to brand-led campaigns, UK-based clothing retailer Weird Fish partnered with Launch on a multichannel performance campaign to drive website sales, elevate brand reputation, and wean customers off discounts to improve margins. No easy task during a cost-of-living crisis, with bargain prices a top consumer priority, combined with crowded e-commerce market conditions where increasing numbers of online fashion retailers compete for dwindling disposable income.

Execution
We rose to the challenge by nailing a strategy to shift stock through seasonality and industry trends, rather than price reductions. Putting ‘The Launch Way’ into action, we nurtured an open, trusting client/agency relationship and were given freedom to autonomously push higher-margin products at key audiences when opportunities arose. Innovating with the latest AI-driven tools across Google and Meta, we honed in on key new audiences, building connections with a demographic less attached to discount prices.

Results
Weird Fish gained an edge over competitors and grew its margins during a 2023 market slump which saw UK ecommerce revenue decline 3% YOY and a cost-of-living crisis with consumers mindful of each penny spent.

Our efforts to boost Click Through Rate on non-sales focused ads paid off, with a 54% increase on Google/Bing ads and a 34% increase on Meta. We also lifted Average Order Value, which jumped by 15% across Google, Bing and Meta. ROAS also saw a lift, increasing 8.6% on Meta.

The brand awareness campaign also paid dividends, with the number of impressions for search term ‘Weird Fish’ in Google increasing 24% YOY.

This campaign also caught the attention of The Drum Awards Festival 2024 – winning gold in the PPC for B2C and Performance categories, and silver for Paid Search.