Handbag and accessory brand Caraa came to 1r looking for a strategic partner to scale their paid media channels. With a diverse product range, Caraa was having difficulty delivering the right message, to the right customer, at the right time in a post-iOS 14 world.
Services
Content Strategy
Paid Media (Meta, Google, & Pinterest)
The Opportunity
Quickly, 1r found that Caraa’s search and social set ups were overly complicated - often audiences were too narrow and campaigns were competing with one another. 1r knew that campaign simplification and getting the algorithm to work with Caraa campaigns instead of against it would be the first step in getting the account to be optimized for the new privacy changes.
The Work
1r's first step was to simplify all campaigns, reducing the number of ads in search and social to avoid spreading the budget too thin and broadening the audience to give ads the best possible chance of finding the right customer. 1r then built a campaign strategy that nurtured two distinct customer sets - baby and non-baby - at each stage of the funnel and introduced creative and copy optimizations to drive new customer acquisition in each segment.
70%
increase in site revenue
18%
decrease in customer return rate
19%
decrease in cost per click
+42%
increase in ROAS
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