Boohoo

CAMPAIGN HIGHLIGHTS

  • 16% increase in overall revenue from paid social media
  • 21% rise in return on investment figures from Instagram advertising
  • 26% increase in orders placed from social media in France
  • 17% increase in traffic from the USA via social media

BACKGROUND

Founded in 2006, fashion company boohoo has taken the ecommerce world by storm and is now a household name in the UK and far beyond. Thanks to their combination of affordable, fashion-led clothing and quirky, innovative marketing campaigns that keep them ahead of the curve, they have amassed over 4 million social media followers, developed countless ranges including boohooFIT, boohooMAN and boohooKIDS, as well as branching out into several international territories from their original base here in Manchester.

THE BRIEF

As part of their expansion into new territories and their commitment to best practices in digital marketing, boohoo were looking for assistance on paid social media advertising projects with a particular focus on three areas:

  • Growth in the highly competitive US market
  • Retargeting within extremely defined user segments
  • Expansion into France as a test project for Europe
  • Re-launch of boohooMAN alongside new website

We needed to come up with a paid social media advertising strategy appropriate to their audience and incorporating their unique branding, but which, most importantly, generated results measured against each objective.

We planned out a paid social media and retargeting strategy around the creative assets provided from the boohoo in house brand team. Our strategy incorporated the following:

  • Social media advertising – new customers
  • Social media advertising – lapsed customers
  • Facebook and Instagram retargeting
  • General web retargeting
  • Dynamic retargeting

The Results

"Red Cow did a fantastic job managing two large paid social media campaigns simultaneously. The launch of BoohooMAN in particular was of paramount importance to the company and the results were extremely positive."

Head of Digital - Boohoo

The results achieved surpassed the target KPIs that were set at the outset of the campaign.

Deployment of the paid social media strategy saw an increase of 16% in overall revenue from paid social media activity when compared to the previous period.

The return on investment being seen previously from Instagram advertising in particular had been poor, with part of the campaign objectives to prove the viability of the channel in delivering return on investment with a heavily restricted target Cost Per Acquisition in line with the volume based ‘fast fashion’ market. The return on investment seen during the campaign rose by 21%, which brought Instagram advertising well within the target range in order to prove viability on an ongoing basis.

Although already servicing European markets, there hadn’t been a conscious international push with regards to paid social media advertising. Due to the existing demand for boohoo clothing in France, as seen in analytics, and a desire at managerial level to break into more of the expansive US market, these two locations were set as the targets for initial test campaigns. The KPIs for both international campaigns were set around delivering new customer acquisition only. The result was a 26% increase in orders placed in France, with the originating traffic source of the user being social media. The campaign also saw a 17% increase in traffic from the USA from social media channels.