Norma Kamali

Strategic marketing tactics for an iconic fashion brand.

Norma Kamali has been in the fashion industry for over 50 years and is known for her innovative designs, such as the Sleeping Bag Coat and multi-style jersey dresses. Her team came to 1r in 2019 wanting to rebuild their website on Shopify Plus. Today the site continues to seamlessly grow with the Norma Kamali brand featuring her lifestyle section of skincare and home goods.

Services

Front End Development
Back End Integrations
Paid Media (Instagram, Facebook, Google)
Ongoing Managed Services
Account & Project Management

The Opportunity

With increased competition among online retailers, Norma Kamali wanted to focus on growing their direct-to-consumer business in 2022, enticing customers to buy directly from their e-commerce site rather than a competitor. They had been running paid search campaigns but had never tested paid social.

1r overhauled Norma Kamali’s paid search strategy to better position them against competitors. We restructured branded search campaign with category-specific ad groups and a focus on ROAS, leading to a 2x increase in CTR and 30% increase in branded search revenue. To expand their reach, we scaled their Google Shopping/PMax campaigns with an optimized product feed and targeted messaging, driving a 74% revenue increase.

To introduce Norma Kamali to a broader audience, 1r launched paid social campaigns on Meta. Leveraging showcasing Norma Kamali's distinctive brand and products through compelling visuals and personalized dynamic ads, we engaged new audiences and saw a 63% increase in revenue from new customers.