Free Fly Apparel is an adventure-wear brand focused on creating performance gear catered toward outdoor enthusiasts. The South Carolina brand specializes in apparel made from Bamboo: an ultra-soft, UV protective, and highly breathable fabric.
The Challenge
Free Fly Apparel was seeking help scaling during its peak sales season — Spring/Summer. The brand had ambitious goals for ad spend, in-platform sales, MER, and top-line sales that required guidance in reaching.
Furthermore, at the time of partnering with us, Free Fly was lacking UGC creatives that would move the needle. Their previous agency had done little to no testing on the account with sub-par performance. We knew we needed to test new creative concepts and messaging while simultaneously scaling to meet their goal KPIs.
The Solution
For Free Fly Apparel, Structured deployed a distinctive and multifaceted marketing approach, blending user-centric content and strategic platform utilization to enhance the brand's digital footprint.
A pivotal element of the strategy was the production and sourcing of User Generated Content (UGC). Structured collaborated with content creators who resonated strongly with Free Fly Apparel's ethos, guiding them in crafting impactful UGC videos. These videos were designed with direct response elements, ensuring they would drive significant engagement on both Facebook and TikTok. This approach helped in authentically showcasing the brand's products, thus facilitating a more organic connection with the audience.
In an innovative move, Structured introduced non-branded pages on Facebook and Instagram, such as "Top Apparel Picks" or "Jen's Fishing Gear." These pages were used for influencer whitelisting, allowing ads to be run through them to add a layer of authenticity. By creating these third-party pages and also gaining access to influencers' own pages, Structured could effectively scale up the paid media efforts, achieving better performance than standard branded ads.
Custom landing pages played a critical role in driving conversions. Structured developed both general brand-focused and product-specific landing pages, capitalizing on Free Fly Apparel’s best-selling items. These custom pages proved to be significantly more effective than the brand's existing product detail pages (PDPs) and homepage, generating a nearly threefold increase in conversion rates.
Finally, Structured emphasized rapid testing of creative content and messaging angles. This fast-paced experimentation allowed them to quickly identify the most effective ads and messages. Once these high-converting formats and angles were pinpointed, they were used to scale up the promotion of Free Fly’s top priority products and best-sellers. This approach ensured that the marketing efforts were constantly evolving and adapting, aligning closely with consumer preferences and market trends.
Results
- Through our work, we were able to consistently hit their top lines sales target whilst scaling our ad spend to over $1 Million/month and achieving their target MER and in-platform goals. We were also able to hit our top-line sales goal in one of the months of working with the client by spending 30-35% less ad spend, allowing them to be immensely profitable. We helped the client generate more than $30Million + in top-line sales by only spending $4.5Million in ad spend on Meta & TikTok, whilst achieving a blended MER of 18%
- Top line sales improved by 32% in the last 8 months of working with Free Fly. New customer revenue improved by 46%. Blended ad spend increased by 33% whilst hitting their ROAS targets and improving ROAS efficiency by 10% (considering under reporting due to ios 14 and tracking issues). And CPA dropped by 40%.
$30M+
33%
40%
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