Case Study: How a Fashion Brand Scaled Ecommerce Sales with a €100K Digital Campaign

Fashion moves fast—and so do online shoppers. In early 2021, a leading fashion ecommerce brand launched their Spring and Summer collection across Ireland, UK, and Germany. With a budget of €100K and a timeline of six months, the challenge was clear: increase awareness, drive sales, and capture market share in a highly competitive ecommerce landscape.

This case study explores how the campaign was planned, executed, and optimized to maximize ROI using programmatic display, video, and audio ads.

The Challenge

The client was a major online retailer offering clothing, shoes, fragrances, skincare, and gifts. Their target audience: young adults aged 22–32, predominantly female (65%), who wanted the latest fashion trends with fast delivery.

Key hurdles included:

• Highly competitive ecommerce market post-Christmas.
• Limited attention spans of fashion shoppers.
• Seasonal timing—slow January & February, strong April–June.

The brand needed a scalable campaign strategy that would balance awareness, engagement, and conversions.

The Strategy

The campaign was built around three pillars:

1. Programmatic Advertising
   • Display via DV360, Programmatic Deals, and Private Marketplaces.
   • Video placements on YouTube, BVOD (Broadcast Video on Demand), Pre-rolls, and Outstream.
   • Audio ads on Spotify, TuneIn, and Pandora.
2. Targeting Approach
   • Affinity Targeting (Shoppers, Lifestyle & Beauty enthusiasts).
   • Audience Targeting with 2nd & 3rd-party data (in-market for apparel, beauty, gifts).
   • Contextual Targeting using seasonal keywords and topics.
   • Retargeting Funnel: Home page → Product page → Basket → Checkout.
3. Flighting & Budgeting
   • Slow start (Jan–Feb): Awareness + remarketing at low spend.
   • Ramp-up (Mar–Jun): Aggressive spending with a focus on conversions, just before summer demand peaked.

Budget Allocation

Total Budget: €100K

By Country:

• UK → 40% (€40,000)
• Germany → 30% (€30,000)
• Ireland → 30% (€30,000)

By Channel:

• Display → €55,000
• Video → €27,000
• Audio → €18,000

By Month:

• Jan–Mar: €10K each month (branding & light retargeting).
• Apr–Jun: Budget doubled (peak shopping season).

Execution

• Capping: 2–3 impressions per user per day, fine-tuned weekly.
• A/B Testing: Multiple ad creatives for different audience segments.
• Attribution:
  • 1-day click lookback window (low-ticket items).
  • First interaction for younger buyers (impulse-driven).
  • Last interaction for older buyers (research-driven).
• Brand Safety: Excluded adult, gambling, political, and controversial content. Used DoubleVerify & Integral Ad Science to ensure safe placements.

Results

The campaign drove measurable improvements across all major KPIs:

• CTR increased by 65% across display and video ads.
• Conversion Rate (CVR) improved by 180% between January and June.
• CPA reduced by 40%, making customer acquisition more cost-efficient.
• ROAS (Return on Ad Spend) showed steady growth month after month.

By June 2021, the campaign not only boosted seasonal sales but also expanded the retargeting pool for future launches.

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Key Learnings

1. Timing Matters: Slow budget allocation in January prevented waste, while heavier spend in April–June maximized conversions.
2. Multi-Channel Works: Video built awareness, display nurtured interest, and audio kept the brand top-of-mind.
3. Audience Segmentation Wins: Retargeting based on funnel stages (product page vs. checkout page) helped maximize ROI.
4. Data is King: Combining 1st, 2nd, and 3rd-party data delivered the best mix of reach and accuracy.

Conclusion

This fashion brand’s ecommerce campaign proved that strategic programmatic advertising can deliver both awareness and conversions—even in a crowded market. With smart budgeting, precise targeting, and data-driven execution, the brand successfully turned a €100K budget into significant ROI.

👉Want to explore the full details of this campaign? 📄 Download the complete Fashion Brand Ecommerce Case Study PDF for in-depth data, charts, and strategies