Case Study
Radley London
We were appointed to work with Radley in summer 2023 to manage all paid social media channels in the UK and US.
Platforms
CPC Reduction
CTR Increase
Challenge
In the summer of 2023, Radley approached Tomorrow with the objective of both scaling as well as increasing the efficiency of their social campaigns in the UK & US markets. In the UK this was set against a wider business need to position themselves within a new segment in the market, whilst in the US the focus was to grow their stake of the premium handbag market.
Solution
UK Market
As the wider business objectives pivoted, we implemented a complete overhaul of the existing social approach, to deliver on Radley’s business goals. Starting with a streamlining of account set up, we quickly implemented Meta’s AI driven Advantage Plus Shopping campaign, leveraging broad audience targeting and algorithmic efficiencies to deliver a 30% YoY increase in ROAS, whilst lowering the CPA by 15%. This was underpinned by a deep analysis of the audience in which Radley wished to appeal, through Kantar & YouGov informed market research.
US Market
With a smaller presence in the US market, as a new challenger brand, our strategy to grow Radley’s share of the US market involved a completely different approach to the UK. Starting with creating brand fame, there was heightened importance on brand building and increasing site traffic, whilst also delivering conversion efficiency.
Our approach has delivered a 92% increase in site traffic year on year, whilst growing purchases by over 50%. However crucially, we’ve been able to achieve this whilst increasing efficiency, as site wide CPAs reduced by 37%.