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One of the primary challenges was to overcome the preconceived notion that apparel subscription services were primarily targeted towards younger demographics. The agency needed to devise a comprehensive marketing strategy that highlighted the unique benefits and value proposition of the subscription service for women aged 25 and above. This involved dispelling any concerns or misconceptions that the service was exclusively tailored for younger customers, but rather emphasized the advantages it offered to a more mature audience.
One of the primary challenges was to overcome the preconceived notion that apparel subscription services were primarily targeted towards younger demographics. The agency needed to devise a comprehensive marketing strategy that highlighted the unique benefits and value proposition of the subscription service for women aged 25 and above. This involved dispelling any concerns or misconceptions that the service was exclusively tailored for younger customers, but rather emphasized the advantages it offered to a more mature audience.
Drove customer share of 25+ age bracket from ~50% to ~80% while maintaining similar CPA’s.
Revised creative strategy to prioritize using more conservative looking outfits instead of products that converted well but appealed to younger demos.
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