Tango Shoes: Scaling Up with a Data-Driven Approach
Client Background
Tango is an online shoe retailer, operating in Europe in a cluttered and highly competitive category. Having launched in 2015, the business had grown to annual revenues of €600,000 prior to a review of all digital marketing activities in early 2021, coinciding with the redevelopment of their site platform
The Goal
Aggressive sales growth was the primary objective. Client dictated a maximum customer acquisition cost €15. and initially, the monthly online marketing budget was approximately €2000.
Our Approach
From 2021, Tango Shoes switched from their own custom web shop environment to a web shop utilising the Shopify platform. An existing customer database was Tango Shoes most important starting asset. The key to the plan was the simple insight that convincing a returning customer is easier than continuously focusing solely on generating new customers so. eDM was the primary channel for launching the new campaign.
We utilised Klaviyo and some in-built tools to expand the customer database based on various themes and automations. As this took effect, through achieving consistent open rates, click through rates and ultimately conversions, this converted directly to revenue.
After increasing revenue, budgets were increased allowing expansion to other channels. We set up direct integrations between Shopify and all advertising platforms (Google, Meta, Pinterest & TikTok) to ensure that tracking was active, rich and immediate.
This allowed us to calculate ROAS at a channel level and analyse every line in the campaign budget for performance and to see opportunities to improve returns.
Experimenting and testing was a vital part of the success. With a mix of eDMs, social campaigns, search campaigns and PMAX campaigns, we were able to identify multiple opportunities to optimise and drove an increase in monthly campaign turnover to nearly € 250,000, at a profitable ROAS ratio.
Key Achievements
In three years of managing the Tango campaign, with a mix of eDMs, social campaigns, search campaigns and PMAX campaigns, we were able to identify multiple opportunities to optimise and grew monthly campaign turnover significantly to reach € 350,000 by year end, at a profitable ROAS ratio.
Increased marketable database
the customer database has increased fourfold to 80,000 profiles.
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Increase engagement
Doubled Instagram followers to 25,000
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Sales growth
Online annual sales have grown from €600,000 to more than €2,500,000
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Conclusion: The success of the Tango campaign, with its origins in a well integrated initial plan, is the result of an obsessive approach to excellent executions. Well set up campaign events and methodical tracking allowed us to identify many small opportunities for improvement, week in, week out. Over time, these aggregated to develop over time, a sustainable and highly scalable marketing mix that was profitable in its own right.
