2015 – Forrester Groundswell Awards Entry
Kenshoo and Bright Forest Media help Beyond The Rack Improve ROAS by nearly 3x on Facebook Ads
Beyond the Rack is a private shopping club for women and men who want de¬signer brand apparel and accessories at prices up to 80% off retail. Through limited-time, flash-sale events, Beyond the Rack provides its members exclusive access to authentic designer merchandise according to their prefer-ences. To help plan and manage its online advertising efforts, Beyond the Rack partners with digital marketing agency Bright Forest Media.
Beyond the Rack sought to acquire new customers via Facebook ads at the best cost-per-acquisition (CPA) possible while improving return on ad spend (ROAS). To do so, it sought to understand how evergreen ad creative strategies impact performance and how to improve Facebook campaign management and optimization strategies to best promote daily sales and effectively scale operations.
Beyond the Rack turned to Bright Forest Media who worked with Kenshoo, the global leader in predictive marketing software, to:
- Leverage social workflow tools through Kenshoo to increase efficiency building new Facebook campaigns and creative on a daily rotation
- Refresh creative strategy to focus on “sale specific” page posts with copy speaking directly to products
- Streamline QA and reporting processes to accommodate dozens of new campaigns at scale
After implementing new creative strategies focusing on daily deals and improved optimization, ROAS climbed steadily from 28% to more than 86% in a period of 60 days, including a month where ROAS nearly tripled, while CPA remained within the target range. User experience also improved with more tailored and relevant ad delivery, leading to increased click-through rate.