The Odell’s is a women’s designer brand, owned and curated by Laura Odell. Known for its prints and sustainable fabrics, it exudes a boho-chic flair. When we onboarded Odell’s as a client, it had a semi-established presence in the retail fashion fraternity and the online space. The D2C website was aesthetically appealing but unfortunately lacked the right metrics to scale. Photography and videography was their biggest asset.
We began with a full audit of the account, focussing our targeting on the terms we knew were highly likely to result in a sale and tightening up the structure. In order to optimize the account, and demonstrate consistent revenue growth, we deliberately undertook the changes using a steady approach to allow each new implementation to be driven by data at all times.
We consistently saw very strong growth in website traffic and ROAS. A microscopic analysis facilitated strategic use of the budget. We looked at studying consumer behavior on the website to optimize it and also used high assisting keywords. Our primary focus was always on increasing the profitability, and we constantly tested different ads, and the resultant revenue to determine which ads maximize profit and ultimately increased market share.
