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Lash-V is Australia’s leading Lash supply company having served more than 30,000+ lash artists globally since 2019. We met the founder Kylie back in 2021 and at the time we delivered record breaking results that catapulted her business to new heights. This new found success gave the Lash-V team the confidence to build an in-house marketing team, and our relationship was over. For now.
Fast forward 2 years to October 2023 and Lash-V were knocking back on our door, frantically looking for help with their 2023 black friday campaign. Building a team in-house failed, and they’d done the rounds with all the big agencies, being disappointed every time.
It was 3 weeks before their Black Friday sale was scheduled to launch and their existing agency had completely dropped the ball. They called us and we stepped in to create over 100 creatives in the 3 weeks leading up to their biggest sale ever for both their AU & US markets.
In the first 30 days over taking over on their account, we increased new customer ROAS by 272% and reduced NCAC by 214%. We delivered record breaking revenue growth in both AU and US, beating the previous records that we had set in 2021.
Let’s dive into the story of how Lash-V and Defiant reunited to drive record breaking growth.
Lash-V had an incredible return customer rate on their store and anyone who tried their products was returning very organically. For this reason, the only metric that the founders cared about improving was their new customer ROAS and acquisition costs. Their previous agency was unprofitable on new customer ROAS when they approached us and Black Friday was just around the corner.
New customer acquisition was the key goal, yet their existing ads had no exclusions and were targeting existing customers. This was leaving Lash-V with a new customer ROAS well below breakeven and we needed to fix this, fast. The first action we took was to introduce exclusions not only from pixel data, but we also plugged in Klaviyo so that all existing and future customers would be excluding from seeing any of our prospecting ads. New customer ROAS immediately began to lift and the cost to acquire a new customer dropped in the first week of introducing this simple, yet effective strategy.
The Lash-V accounts were a complete mess when we took over. Although they were with one of Australia’s biggest agencies, it was clear that juniors were managing the account. No naming conventions, multiple campaigns and countless adsets which were all causing duplication and spreading budget too thin, not to mention the housekeeping nightmare! We immediately switched into ASC+ campaigns on Meta and tidied up their performance max campaigns on Google which bought us back time to focus on high impact creative testing.
With a wide range of products available with high value offers, we needed more than just a “up to 70% off sitewide” creative. Spend was high for their biggest sale ever, and we were 3 weeks from launch. Our creative team made over 100 creatives for their AU and US markets, targeting different segments of their B2B and B2C audiences. Our variety of creative was what helped drive performance across the account, with UGC, statics, carousels and motion graphics all coming together to put Lash-V ahead of their competitors.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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