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CLIENT BACKGROUND AND CHALLENGE
American Threads is a women’s boutique clothing retailer known for its trendy, fashion-forward collections, offering both online and brick-and-mortar shopping experiences. Catering primarily to young women, the brand emphasizes curated styles that reflect contemporary trends. Historically focused on its physical stores, American Threads recognized the growing importance of eCommerce and sought to significantly expand its digital presence.
Symphonic Digital was brought on as the advertising agency of record to help drive this shift. Tasked with enhancing American Threads’ digital footprint, Symphonic implemented advanced marketing strategies and data-driven solutions to boost online sales and increase brand visibility in the competitive fashion retail market.
Solutions
Implemented
Symphonic Digital started by conducting a comprehensive audit of American Threads’ digital advertising and website performance. The audit revealed key areas for improvement, including inaccurate revenue tracking and underperformance in specific advertising channels.
Key solutions included:
• Google Analytics 4 Integration: We re-engineered the existing Google Analytics setup to enable accurate tracking of eCommerce revenue and customer behavior. Custom scripts were written to integrate Google Analytics 4 with Shopify, ensuring precise tracking of sales, product performance, and visitor engagement.
• Full-Funnel Marketing Strategy: We developed a robust multi-layered optimization strategy that spanned Google Ads (Search, Shopping, Discovery, PMAX, Dynamic Search Ads), Microsoft Ads (Search and Shopping), and META (all placements). Audiences were segmented based on various parameters such as geographic location, shopping behavior, interests, and product engagement. We introduced dynamic ads and lifestyle-based ads to better align with the interests of potential customers.
• Feedonomics Integration: A product feed management system was set up to optimize and automate promotions such as seasonal sales and special events (e.g., Black Friday and Rush Sorority promotions). This ensured that the right products were promoted at the right time to the right audience.
• Custom Reporting Dashboard: We created a custom dashboard to provide American Threads with a comprehensive view of top-selling products, regions, and daily revenue after returns. This enabled better inventory management and allowed the client to make data-driven business decisions.
Results Achieved
294%
8.6:1
65%
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CLIENT FEEDBACK
Lessons Learned and Future Plans
Leveraging comprehensive data and analytics allowed us to continuously optimize the campaign, leading to significant revenue growth and improved ad performance.
Implementing a full-funnel marketing approach, from awareness to conversion, maximized the impact of each advertising dollar and increased customer retention.
By staying flexible with ROAS goals and adjusting strategies based on performance, we were able to scale the campaign effectively and meet American Threads’ evolving needs.
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