Legend London | Social paradigm group

background

Founded in 2016, Legend have built an incredibly loyal customer base, with their focus on high quality clothing built to last.

‍

Legend came to us in September of 2024 after spending the last few years partnered with several agencies, they'd hit a glass ceiling with meta ad spend, and couldn't seem to scale without losing all efficiency, and needed to make a change fast with the busiest time of the year approaching. Our perfect kind of challenge.

our approach

Our process involved creating a custom built creative strategy centered around hero products and winning offers, that effectively communicated the brand’s key messages through powerful imagery, and engaging content, naturally appealing to the target demographic of males aged 20-40.

‍

We built out a creative feedback loop, constantly monitoring hook rates and hold rates of our video creatives, as well as conversion metrics such as CAC/ ROAS. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.

how did we do it?

Focus on new customer acquisition

‍

Something we had noticed in our initial audit, was a huge over reliance on a slowly lapsing customer base, and a pressing need for new customer acquisition. It's impossible to scale a brand on retention alone

‍

Holistic measurement

‍

Tracking the correct business wide, holistic metrics (not just living inside of the ad account):

‍

MER (Marketing efficiency ratio)

CAC (Customer acquisition costs)

NCAC (New customer acquisition cost)

AOV (Average order value)

CVR (Conversion rate)

Once we had the full picture with the above metrics we began to work backwards to implement the perfect Meta marketing strategy that would allow the brand to profitably & efficiently scale finding new customers.

‍

Pain Points

Over reliance on existing customer base making it incredibly difficult to scale
Lack of hero products/ winning offers identified
Lack of creative testing/ content production - Creative fatiguing too quickly due to spend being at a decent level
Creative doing product an injustice - Lack of focus around key angles/ value propositions of the products

ad account overview

Super consolidated account
Having a testing/ scaling CBO campaign for each winning product - This keeps the account consolidated and removes all wastage
This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
Utilising CLICK ONLY attribution - We want to train our ad account to become smarter, and optimise based on clicks > purchases rather than views > purchases. View attribution is only good for your ego.

‍

We implemented the following:

Creative testing volume increased to testing minimum of 30 new assets a month (strategised and produced by our in house team)
Product/ offer testing to gain an understanding of what products moved the needle and appealed the most to new customers
Creative feedback loop to leave no stone unturned and ensure we are learning from ALL creative tests, using this to inform our creative strategy

main ad account takeaways

Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.

How we helped Legend London scale their sales by 208% 🚀