Stitching together a scaleable performance marketing strategy for the UK's leading eCommerce sewing retailer

The Brief

When eCommerce retailer, The Sewing Studio, appointed Target as its lead performance marketing agency, we were set three clear goals:

• To develop a more realistic attribution model and tracking that could assign revenue and transactions against the performance marketing channels with greater accuracy.
• To increase sales by an agreed percentage, while maintaining a set ROAS target.
• To design engaging creative for paid social that reflected the brand's community values and delivered a CTR of an agreed percentage.

Our Response

When Target took over the account, The Sewing Studio's in-store purchases and failed eCommerce finance applications were being credited as online revenue in Google Analytics and falsely reported as marketing wins by the previous agency. Our first task was to clean-up the brand's data and analytics ecosystem to provide a true reflection of channel performance and empower better decision-making. We proceeded to build out a brand new account structure in Paid Search & Paid Social using our eCommerce best practice methodology, including layering third-party data with first-party data and a sophisticated Smart Shopping set up. Our initial audit also found that only 11% of the brand's product inventory was being served, with some high margin and high volume products being neglected. To combat this, we created new Shopping campaigns for these products with a ring-fenced budget. We restructured The Sewing Studio's Paid Social accounts to our agency best practice, with campaigns servicing prospecting, remarketing and retention audiences and creatives that championed UGC, bespoke video and lo-fi design techniques.

Next Steps

After the early successes of our Paid Media campaigns, we have since started work on our next project: Technical SEO & Link Building with a Digital PR approach. Our highest priority is to implement a new internal linking strategy to support the transfer of domain and page authority throughout the site. We will also be disavowing a series of legacy backlinks with high toxicity, implementing 301 redirects and conducting outreach to regain lost backlinks before beginning our Digital PR campaign later this quarter.