Switching to Performance for Nobody’s Child

A Marketing Story by NMPi about Nobody's Child

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Nobody's Child

Increase Sales

Challenge

Nobody’s Child is a young, London-based online fashion brand. They pride themselves on their affordable, socially conscious and environmentally friendly clothing. A tightening of their budgets meant that the traditional managed spend model was no longer viable for them and they wanted to work with an agency on a model which better aligns with their internal KPIs and is revenue focused. Nobody’s Child wanted to change their approach to digital, focusing on maximising revenue return & streamlining ways of working to suit their small team. After aligning on future strategy, NMPi suggested moving forward with a performance based model where NMPi by Incubeta’s management fee is based purely on the revenue driven. Goals. Increase overall ROI Maximise revenue returns within the new budget restrictions Streamline ways of working

Solution

Approach. Shifted to a paid-on-performance model, aligning Nobody’s Child & NMPi’s goals completely Full audit of Search & Social accounts with a priority of increasing efficiencies & maximising ROAS. Revitalised audience strategy, leveraging CRM, lookalikes, detailed pixel data & more across channels Restructured NC’s Google Shopping account to allow greater visibility into category performance & increase the exposure of profitable products Introduced a tailored, cross-channel approach to copy & creative, including responsive search ads, dynamic social & more Streamlined communication via custom automated cross-channel reporting dashboards using BigQuery & a centralised cross-channel communications hub

E-Commerce

Social Media Management

Results

Results. 450% YoY ROAS increase for Paid Social 252% YoY ROAS increase for Paid Search 35% of Revenue driven by Paid Social was through prospecting campaigns 61% YoY ROAS increase for Shopping