Background
KANELLE is a luxury apparel brand, created for women who like easy-to-wear fashion. Kanelle considers every piece of clothing as art. Through their innovative, expressive, and timeless approach, Kanelle aims towards creating designs that speak to the modern woman, creating artistic women’s wear that become wardrobe staples. Playful prints, contemporary designs and handcrafted indigenous textiles make their collections reach out to the modern cosmopolitan women and celebrate their authenticity, independence and free spirit. Finding the right target audience in the premium fashion segment can be tricky! Given their average order value ( ~ Rs 6k) is far greater than other brands, the audience relevant to target becomes much smaller and harder to identify leveraging generic interests. So far, Kanelle scaled through leveraging lookalikes of their existing customer base to target their ads i.e. request Facebook to identify new users from their platform, that share similar behaviors and interests as their current customers. But these lookalikes were limited by the size of its existing customer base. Because of lesser inputs towards developing this lookalike audience, the performance of the audience with regards to cost per acquisition and ROAS was below their expectations. For which, they leveraged the Xpert Platform.
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Audience Strategy Undertaken
To go beyond their existing customer base, the Xpert platform identified users from its network wide data-set exhibiting similar behavior of purchasing luxury items with higher AOV. To identify other serious buyers, Kanelle set out to understand their complementary purchases- namely other fashion accessories such as jewelry, handbags, wallets and cases. To ascertain customer intent; interests like expressing personal identity, feeling confident, fit a particular occasion, handcrafted, smart casuals were identified. Being a premium woman-centric brand, female gender was specified and it was also determined that women of tier 1 and tier 2 cities are more likely to afford their premium apparels. Based on these information, Xpert delivered an audience for targeting via Facebook & compare its results with their current best performing campaigns.
Results achieved
Replacing the generic Lookalike Audience with Xpert’s Purchase history based one worked! Through the Xpert platform, Kanelle was able to target lookalikes of serious buyers across luxury products, not just theirs. As a result, it was observed that there was a 41% reduction in the cost per conversion, as well as a 95% increase in ROAS.
Inferences & Insights
Every brands customer 'lookalikes' is limited by the size of their customer base. Leveraging our lookalikes generated from past purchasers across complementary brands provide 10-100X greater data points for platforms to target & influence the right buyers.
Scaling Beyond
With the initial success in apparel and accessories, Kanelle has also started Ads for its fragrances line. A category which they were earlier struggling to make viable for unit-economics around the acquisition front!