INTRODUCTION

Initially, Harber London approached us with the goal of doubling their monthly revenue from $25K, relying solely on Facebook ads. Despite a strong product lineup and an already high-converting website, they were confined to a fluctuating ROAs and stagnating revenue. Within five months of strategic collaboration, focusing on a balanced traffic mix, creative excellence, and meticulous cost cap bidding strategy, the brand not only achieved but also surpassed its goal, reaching $79K/month in revenue.

Our approach included a comprehensive overhaul of their Facebook ad campaigns, leveraging data-driven insights, creative testing, and innovative bidding strategies to achieve scalable, profitable growth.

UNDERSTANDING HARBER LONDON

Product Range: Harber London offers an array of leather accessories, each embodying the brand’s commitment to craftsmanship, quality, and functionality.

Target Audience: The core demographic includes 25 to 45-year-old professionals who seek quality, craftsmanship, and accessories that align with their tech-savvy lifestyle.

Branding Tone & Message: The brand communicates sophistication with approachability, focusing on “Elevating Everyday Essentials” – transforming daily accessories into premium lifestyle complements.

USPs: Sophisticated craftsmanship, functional design, and personalization set Harber London apart in the luxury leather goods market.

STRATEGY OVERVIEW

Our approach focused on three pillars: comprehensive creative testing, a robust scaling strategy, and the implementation of a cost cap bidding system tailored to maintain efficiency while fostering growth.

CREATIVE TESTING & STRATEGY

Objective: To identify high-performing creatives that resonate with our target audience, ensuring ad content was not only captivating but also aligned with Harber London’s brand ethos and efficiency targets.

Methodology: We deployed an extensive range of creative formats, including lifestyle videos and imagery, user-generated content, product-focused imagery, and lifestyle shots, each designed with distinct marketing messages highlighting Harber London’s unique selling propositions. This diversification allowed us to engage our audience through various narratives, from craftsmanship to functional design and personalization.

Results: Through rigorous A/B testing, we identified key performance trends: UGC and personalized product creatives yielded the highest engagement and conversion rates, signaling a clear preference for authenticity and individuality among our audience.

COST CAP BIDDING & SCALING STRATEGY

Challenge: The primary obstacle was optimizing ad spend to achieve a balance between efficient spending and scalable growth. Traditional lowest cost bidding strategies resulted in variable ROAS and unpredictable spending patterns.

Solution: We shifted towards a cost cap bidding model. This strategy allowed us to set a maximum Cost Per Acquisition threshold, ensuring that spending was optimized for conversions at or below this target, which meant for us maintaining profitability while scaling.

Execution:

• We structured our campaigns to dynamically adjust ad spend based on performance metrics, focusing on efficient CPA thresholds. This adaptive approach enabled us to allocate more budget to high-performing ads without compromising on cost efficiency.
• To address delivery challenges and ensure scalability, we didn’t rely on a single “winner” but instead created multiple ad sets (or “campaigns”) each targeting different aspects of Harber London’s value proposition. This diversified our entry points into the target market, reducing the risk of audience saturation and ad fatigue when scaling spend.

Scaling:

• When a campaign reached its optimal delivery threshold without compromising CPA, we duplicated this successful “campaign” to explore new creative angles and audience segments, effectively increasing our reach while maintaining control over CPA.
• This methodical expansion strategy was complemented by real-time analytics, enabling us to quickly iterate on successful elements and phase out underperforming aspects.

Results: Over a five-month period, this meticulously executed strategy resulted in a revenue increase from $25K to $78K/month, with a consistent ROAs within our target range, which helped us achieve a scalable and efficient ad spend model.

CONCLUSION

In a highly competitive landscape, Harber London’s success story is a testament to the power of strategic ad spending and the importance of leveraging existing strengths. The brand’s team deserves immense credit for the work done behind the scenes, which set the foundation for a remarkable scaling strategy that was both efficient and effective. The resulting revenue growth from $25K to $80K/month in just five months stands as evidence of what can be achieved when creative strategy, data analysis, and financial acumen converge.