Reducing CPA by over 20% whilst scaling spend by more than 50% for British e-tailer Beaufort & Blake


Beaufort & Blake is a British e-tailer offering jeans, knitwear and outerwear for both men and women. Rejecting fads or trends, they curate timeless styles with a nostalgic nod sourcing premium fabrics to create design styles that become old favourites.

Challenge


Beaufort & Blake were struggling to reach their audience and scale their Paid Social account efficiently after the iOS 14 changes. Their use of creative, whilst looking good, didn’t showcase their product offering as well as it could and relied heavily on single image ads. They needed an agency with deep ecommerce expertise who could set up their account for success enabling them to scale up efficiently whilst getting their brand story across to their target audiences.

Strategy


Following an indepth audit of the account setup and business goals we needed to achieve our teams created a strategy around three key pillars.

1) Account Structure
It was necessary for a complete account restructure and consolidation project to transition the account to an always on funnel led group of campaigns, split by gender. This allowed us to manage creative direction depending on the buyer’s journey and gender but it also allowed us to split budget based on stock levels and priorities between men and women.
Additionally, audience and targeting was expanded to cover a range of higher quality interest and lookalikes while allowing space to go broad and move budget based on performance. We tested new products that were relevant to the brand, such as collection ads, frames for dynamic ads and Advantage+ shopping campaigns as part of our robust and methodical testing roadmap.

2) Reporting & measurement
We introduced a proper measurement strategy that allowed us to make direct comparisons in performance using in-platform figures whilst keeping a close eye on MER (Marketing Efficiency Ratio) and its correlation to platform. This meant we could also benchmark against our ecom portfolio to better understand the results of our paid social investment.

3) Creative strategy and development
By utilising our audience intelligence process to understand the motivations, needs and friction points for our target audience we were able to define our core creative strategy that would allow for successful creative implementation across the funnel.
Our methodical briefing and production process allowed both teams to participate and contribute smoothly and effectively to produce and sign-off creative assets designed by our inhouse creative team, the Performance Studio.
This, in conjunction with our testing and measurement framework ensured that optimised creative was being developed based on data learnings and that we were continually testing different key USPs to find what content and creative styles worked best with Beaufort & Blake’s audiences.

Results


Having worked with Beaufort & Blake for over 2 years now it’s great to see our initial successes continue into even bigger successes year after year.

Year 1:

7%

increase in revenue

20%

increase in ROAS

21%

reduction in CPA

Year 2 (vs Year 1)

114%

increase in revenue

51%

increase in Spend

21%

reduction in CPA

Our Client Says

The Katté team are a fantastic, a breath of fresh air in our industry. We’ve been delighted with the results and as cliché as it might be they really do feel like part of our team, just one of many reasons we are working together for a third consecutive year. I highly recommend Katté & Co!

Sam Pullin, Marketing Director at Beaufort & Blake