Socium Media Shortlisted for 3x US Search Awards
Established in 2002, VINCE. is a luxury apparel and accessories brand based in Los Angeles, California. With a reputation for elevated yet understated everyday pieces, VINCE.’s collections are inspired by its California roots, emphasizing effortless style.
VINCE. wanted to boost brand recognition and revenue while achieving a targeted ROAS across all paid channels. Simultaneously, the focus was on reducing overall spend and CPA for a more efficient and cost-effective paid media strategy.
“Working with the Socium team has been a breath of fresh air. The team’s expertise comes through not only in the performance they’ve driven, but also in their proactive approach to managing our channels.
Our collaboration has evolved how we see ourselves within the industry as well as how we action, creating a synergistic feedback loop between customer, campaign, and outcome. Data-driven, candid, and enthusiastic, the Socium team is a valued partner and a true extension of our team.”
Haley Ryerson
Sr. Director Digital Marketing | VINCE.What Socium Identified:
Our Strategic Approach
Paid Social
- Implementing Socium’s best practices, we adopted a full-funnel direct response approach on Meta, primarily optimizing for New Purchases.
- We leveraged Lookalike Audiences (LALs) for customer acquisition through Prospecting tactics.
- Recognizing the significance of VINCE.’s paused campaigns from January to May and their reliance on last-click attribution, we conducted brand and conversion lift studies to gauge the true incrementality and the broader impact of Meta’s efforts.
Paid Search
- We meticulously separated core terms, segmented branded keywords, and manually managed bids on key terms like [vince] for precise CPC monitoring.
- Utilizing Amperity lists, we targeted past purchasers, focusing on segments like holiday shoppers and high-value customers.
- Regular updates to ad copy and visuals were made to align with new seasonal collections and ongoing promotions.
Shopping & Feeds
- We refined Target ROAS (tROAS) automated bidding, regularly analyzing performance metrics to adjust campaign intensity and allocation.
- Campaigns were segmented by gender and product category, enabling us to dynamically adjust spend based on performance, thus capturing incremental demand and enhancing efficiency.
- In collaboration with the VINCE. team, we ensured brand consistency by utilizing up-to-date product imagery and approved ad copy, enhancing the overall user experience.
Within one quarter, we saw the following results:
Account Managers
Future Plans
Looking ahead, our goal is to drive continued growth and uncover fresh marketing avenues through paid channels. We plan to achieve this by sharpening our paid search strategies, which include adopting more aggressive bidding tactics and widening the scope of our NonBrand DSA to reach untapped audiences. Simultaneously, we’ll enhance our paid social campaigns with comprehensive upper-funnel strategies to amplify brand awareness. We’ll also refine our Shopping and Feed campaigns with a focus on tailored brand-specific targeting and ad copy that resonates with gender-specific segments.
Ready to Get in Touch?
Tell us about your business and we’ll put together a custom PPC, Paid Social or SEO plan tailored to your goals.
Say Hello