Aphrodite | Shopping Campaign

Client: Aphrodite

Industry: Fashion

Territory focus: UK

Campaign target customers: Black Friday shoppers 

Aphrodite was established in 1994 with the goal of providing the North East with the finest menswear and footwear from carefully selected brands such as Stone Island, Paul Smith and Kenzo.

Through the years they have pushed forward and evolved, launching aphrodite1994.com in 2007 to take their vision to the world at large. They now welcome regular customers from across the globe as well as an expanded and eclectic selection of brands, including Canada Goose, DSquared and Moncler among many others.

In November 2020, the closure of brick-and-mortar stores led to increased reliance on online sales, with brands also facing growing SERP competition from other advertisers. We wanted to improve upon the performance of the 2019 November and Black Friday sales period, delivering increased revenue while reducing cost of sale. We also aimed to maximise the visibility of reduced-price lines during mid-season and Black Friday sales, while still delivering strong full-price coverage for non-reduced brands including Canada Goose and Moncler.

After successfully testing Smart Shopping campaigns to push Aphrodite’s ‘Essentials’ lines, we introduced Smart Shopping to provide priority coverage of Sale and reduced-price lines. Using low Target ROAS and Seasonality Adjustment levers, we increased visibility of these lines in the Shopping space.

Using our bespoke campaign budget depletion tool, we also identified opportunities to push budget against top-performing campaigns and brands, ensuring a strong level of coverage throughout the month, and particularly over the Black Friday week.

• Nov 2020 Revenue vs last year increased by 97%, while spend was just 54% higher.
• Although CPCs increased, we counteracted this by focusing on sale, and increasing Conv. Rate 46%.
• As a result ROAS improved 25%, and we beat the clients CoS target by 33%.
• Sale campaigns delivered a cost of sale figure half that of the overall account target.

“Since Ortus took over the management of the account, they have reduced our cost of sale significantly and increased the revenue substantially.  The PPC account for Aphrodite is in amazing shape thanks to the efforts from the team.”

Duncan MacKenzie, Director at Aphrodite