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VINCE. Case Study:

Industrious Logo Case Study

Company Profile

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.

The Challenges

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.

Services We Provided

Account Managers

Θ Kevin Johnson, Director, Business Development (Operations)
Θ Cheryl Kinoshita, Associate Director, Paid Search
Θ
Kevin Lee, Director, Shopping & Feeds
Θ
Karla Ruiz Cravioto, Strategist, Shopping & Feeds

What Socium Identified:

#1
Segmentation:
We identified the potential to target high-value customer segments more accurately using Amperity’s rich data insights.
#2
Full-Funnel Strategy:
A holistic approach on Meta would help drive first-time purchases and enhance
brand recall.
#3
Campaign Optimization:
Employing Performance Max campaigns thoughtfully segmented by gender and product category would improve targeting precision and operational efficiency.
#4
Creative Refresh:
To maintain campaign vitality, we recommended the periodic renewal of ad copy and visual elements, aligning with seasonal trends and consumer interests.

Our Strategic Approach

Paid SOCIAL:

Θ Implementing Socium’s best practices, we adopted a full-funnel direct response approach on Meta, primarily optimizing for New Purchases.

Θ We leveraged Lookalike Audiences (LALs) for customer acquisition through Prospecting tactics.

Θ 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

Θ We meticulously separated core terms, segmented branded keywords, and manually managed bids on key terms like [vince] for precise CPC monitoring.

Θ Utilizing Amperity lists, we targeted past purchasers, focusing on segments like holiday shoppers and high-value customers.

Θ Regular updates to ad copy and visuals were made to align with new seasonal collections and ongoing promotions.

SHOPPING & FEEDS

Θ We refined Target ROAS (tROAS) automated bidding, regularly analyzing performance metrics to adjust campaign intensity and allocation.

Θ Campaigns were segmented by gender and product category, enabling us to dynamically adjust spend based on performance, thus capturing incremental demand and enhancing efficiency.

Θ 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:

Paid Social:

127%
Increase in
Orders
183%
Increase in
Revenue
32%
Decrease in
CPA
24%
Increase in
AOV

Paid Search:

58%
Increase in
Brand ROAS
23%
Increase in
Brand Revenue
22%
Decrease in
Spend
18%
Increase in
AOV

Shopping & Feeds:

43%
Increase in
ROAS
94%
Increase in
Orders
9%
Decrease in
CPA
152%
Increase in
Revenue
30%
Increase in
AOV

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.

— Haley Ryerson, Sr. Director Digital Marketing, VINCE.

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