Sunspel

Paid search and paid social with transparent attribution

Sunspel is a luxury fashion brand with over 160 years of heritage and experience. They are recognised for their quality and style, and are known for their classic t-shirts, featured in magazines and publications such as GQ and Esquire.

Vervaunt began working with Sunspel in April 2020 across Google Search, Shopping, Facebook and Instagram. They had previously used another paid media agency but they were not seeing results, despite their impressive growth online elsewhere.

Whilst working with the Sunspel team, we have driven consistent results including:

  • 53% increase in revenue from social

  • 38% increase in orders from social

  • 28% increase in ROI

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Our strategy has been one of collaboration between Vervaunt and the brand, with consistent communication of concerns, objectives and operations. We have been able to prove success with our results and instil a high level of confidence and trust from the brand, without which we wouldn’t have been able to scale campaigns and continue to increase sales and revenue.

With our search and social campaigns, the brand’s objectives were:

  • To maintain the brand’s ambitious high growth and continue to increase sales and revenue

  • To acquire new customers and target new markets

  • To engage and retain the brand’s established customer base and increase client lifetime value

  • To ensure an ROI of paid social of 2.0

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We prioritised the use of first party CRM data to understand how we can best target our campaigns for the right audience at the right time, alongside key prospecting audiences for new customer acquisition.

  • Prospecting - a mixture of customer acquisition targets including targeting those interested in resellers, men’s fashion, men’s lifestyle (such as Esquire, The FT, The Gentleman’s Journal etc.), similar brands (such as Mr Porter, Tom Ford, Acne Studios etc.), and high net worth individuals.

  • VIP Lookalikes - lookalike audiences of our most engaged customers who purchase frequently and have a high average order value.

  • Remarketing (New) - audiences who have clicked or engaged with our ads.

  • Remarketing (Existing) - audiences who have previously purchased.

We integrated Klaviyo with Facebook to make targeting new and existing customers seamless. With this, we were able to more easily segment new customers and existing customers and deliver different messages that would encourage engagement. For example, an ad focused on one of Sunspel’s sales would have different messaging to attract attention of either a new or existing customer - ‘Shop your favourites with X% off’ (existing customer) or ‘Discover Sunspel with X% off’ (new customer).

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Attribution Tracking

One of the brand’s key concerns and challenges was effectively monitoring the performance of paid media. In order to ensure we could confirm the attributed results, we undertook an attribution tracking project to ensure all of our reporting and attribution metrics were accurate. We used different attribution models depending on the campaign and targeting, where remarketing campaigns used a 1-day click attribution model and prospecting campaigns used a 7-day click, 1-day view attribution model. We could then aggregate this data and use an average ROI to report on the campaigns as a whole, but also report on individual campaigns for the brand.

We also worked on reporting for ‘cost per net new customer’ so that we could accurately report on one of the brand’s business objectives of customer acquisition. We report back on the lifetime value of a customer divided by the cost per conversion so that the brand’s senior management can easily evaluate the effectiveness of our campaigns and allow for spend increases.

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The results that Sunspel have seen have been amazing. Following the period post-pandemic, which has been a challenging period for many luxury fashion brands, we have been able to increase revenue from social by 53%, even whilst reporting on a stricter, fairer attribution model. This has been achieved by increasing ad spend, but working on decreasing the cost-per-acquisition and increasing the conversion rate.

  • 53% increase in revenue from social

  • 38% increase in orders from social

  • 28% increase in ROI