Digital Paid Media For Fragrance Challenger Brand, Shay & Blue

Digital Paid Media For Fragrance Challenger Brand, Shay & Blue

Meet Shay & Blue

Introducing Shay & Blue, an independent fragrance house run by an excellent team of changemakers who are challenging the industry’s status quo. The vibrant brand crafts clean, cruelty-free, vegan scents with humanity for all genders.

Shay & Blue have an exceptional authentic product, backed by a passionate, talented team. But they’re not just great at what they do, they’re a fun bunch to work with too. It made learning everything about the brand a real pleasure for us at The Fifth Mark. 

Our scope covered Digital Paid Media and performance marketing for their fast growing eCommerce store. We quickly became an extension of their in-house team, supporting their cause to drive real change in the world. Then came the opportunity to advise on Shay & Blue’s wider Digital funnel and really co-own their eCommerce performance. 

Paid Media Strategy 

Through a series of workshops, we co-created digital acquisition funnels driven by hypotheses, data insight and our team's Growth Marketing experience. The funnel strategy was supplemented by a series of strategic sprint plans that covered campaigns, experimentation, and optimisations. 

Using our Five Mark Method, the paid media accounts were optimised and developed over time through repeated experimentation. With clear growth guard rails in place, our team had the scope to actively trade the Paid Media accounts within Shay & Blue’s eCommerce growth model.

Performance Marketing Testing

It’s no secret that we’re passionate about experimentation. Shay & Blue’s exceptional USPs and bold visual identity allowed us plenty of room to engage potential customers through creative testing.

We worked closely with Shay & Blue to carefully craft and co-create messaging that resonates with their audience. Before creatively testing matrices and using our rapid testing methodology to define the best performing combinations.

Supported by our creative capabilities — Studio 5 — we quickly built engaging native digital assets when the team needed extra firepower. Using our sprint plans, we tested, learned, and developed. We reached new audiences through creative campaign formats and technical setups, constantly optimising our account structure and strategy along the way.

Data Analysis

Our proprietary Growth Trackers allowed the Shay & Blue team to view their eCommerce and Paid Media performance as it happened. 

On top of this, we provided monthly commentary, diving deep into the story behind their numbers. These deep insights allowed us to highlight key learnings, future opportunities, as well as challenges to growth.

Year-on-Year Results

As a passionate Digital Growth Agency, everything we do is geared towards delivering measurable results. The numbers don’t lie. Here’s how we contributed to Shay & Blue’s year-on-year growth.

Paid Search

  • 478% increase in conversions.
  • 166% growth in Google ads revenue.
  • 30% decrease in CPA (cost per acquisition).

Facebook Ads

  • 117% increase in in-platform revenue.
  • A controlled 13% rise in CPA, amidst IOS14 turbulence.

The Bottom Line 

  • Contributing towards 49% YoY eCommerce growth.

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