Rebuilding margins with brand led campaigns for Weird Fish

Innovative, agile performance marketing to elevate brand and boost profits

Activity period: 2023-2024

Challenge

Keen to shift focus from discounting over-reliance to brand-led campaigns, UK-based clothing retailer Weird Fish partnered with Launch on a multichannel performance campaign to drive website sales, elevate brand reputation, and wean customers off discounts to improve margins. No easy task during a cost-of-living crisis, with bargain prices a top consumer priority, combined with crowded e-commerce market conditions where increasing numbers of online fashion retailers compete for dwindling disposable income.

54%

increase in CTR across Google and Bing ads.

8.6%

increase in ROAS on Meta

Our approach

We rose to the challenge by nailing a strategy to shift stock through seasonality and industry trends, rather than price reductions. Putting ‘The Launch Way’ into action, we nurtured an open, trusting client/agency relationship and were given freedom to autonomously push higher-margin products at key audiences when opportunities arose. Innovating with the latest AI-driven tools across Google and Meta, we honed in on key new audiences, building connections with a demographic less attached to discount prices.

Results

Weird Fish gained an edge over competitors and grew its margins during a 2023 market slump which saw UK ecommerce revenue decline 3% YOY and a cost-of-living crisis with consumers mindful of each penny spent.

Our efforts to boost Click Through Rate on non-sales focused ads paid off, with a 54% increase on Google/Bing ads and a 34% increase on Meta. We also lifted Average Order Value, which jumped by 15% across Google, Bing and Meta. ROAS also saw a lift, increasing 8.6% on Meta.

The brand awareness campaign also paid dividends, with the number of impressions for search term ‘Weird Fish’ in Google increasing 24% YOY.

This campaign also caught the attention of The Drum Awards Festival 2024 – winning gold in the PPC for B2C and Performance categories, and silver for Paid Search.

Testimonials

“

We’ve been with Launch since last August and the sales performance is phenomenal. The traffic coming to the website from the paid and social areas is significantly ahead year on year, and ahead on budget. We’re getting the return on investment that we want from from it. We’ve more than doubled traffic coming through from Meta and that traffic is converting across onto our site even though we’re slightly changing strategy at the moment and trying to engage people on a more premium price.

STEVE HAMMOND – HEAD OF E-COMMERCE, WEIRD FISH

”