Savage X Fenty

Rihanna’s Savage X Fenty brand brought an ecalective angle to lingerie, after Victoria Secrets. Savage X Fenty has disrupted the lingerie industry and redefined sexy. The brand promise besides style is inclusivity and body positivity. The objective was always customer acquisition, but equal importance is given to the brand building. Being a super celebrity brand, Rihanna’s fan base was leveraged effectively. Digital advertising efforts were applied resulting in traffic and conversions.

The marketing bandwidth of SXF fell short and Tech Bay Leaf was entrusted with the entire responsibility for Paid social, Programmatic and GDN. Expectation from the partnership was to mirror their brand managers, be proactive, and optimize and manage the entire budget. A well-defined strategy was followed up with test campaigns.

Objective

Tech Bay Leaf manages the entire backend including setting up campaigns, ad operations, optimization and reporting across Facebook, Instagram, Pinterest, Snapchat, Messenger and Google.

Strategy

Tactical testing showed the ad sets for performance and response, using analytics to verify which creatives worked best and which offers were doing well.
Analyzed the entire customer purchase cycle and created communication touchpoints to improve response and thereby conversions.
Optimized the ad campaign to get the best CPA possible by keeping a hawk-eye on the spending.
In the last year, due to iOS tracking updates, Savage restructured their media plan and shifted spending to other potentially efficient platforms like TikTok and Snapchat to offset inefficiency on FB and bring in effective improvements in KPIs across the board.

Result

We have helped Savage X Fenty by Rihanna scale ad spends by 24.8 % YoY on Facebook alone. With our ad operations efforts, we spent 6.2 million dollars from January 2019 – to date. Savage scaled their Tiktok ad spends by 1857% YoY. From Spending $142,063 in the year 2020 to scaling ad spends to $2.7 million in 2021 – 2022 (Present)