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The Littl is a timeless, affordable luxury jewellery label launched by Alice Robert, in 2015. With a focus on intention, longevity and sentiment, the Littl has quickly grown to be one of Australia’s favourite brands for quality hand-made jewellery, in sterling silver and 14k gold-filled.
The evolution of the brand has been a natural and organic progression, starting with 10 designs, to now stocking over 350 unique pieces. As The Littl grows, the tradition of hand-crafting each piece of jewellery in house continues, staying true to its beginnings, where everything was hand-made by Alice on her living room table. The Littl has a dedication to superior craftsmanship from the early design stage, to the final production, as every single piece is hand-crafted with the utmost detail, care, love and pride.
Alice approached us with the goal of improving her ad efficiency while scaling spend and revenue profitably. She had been working with a traditional performance agency at the time and had engaged seperate agencies for Google & Email/SMS – our goal was to focus on driving better performance out of Paid Social.
The previous agency she was working with did not have creative capabilities in-house, which meant that creative testing was not happening at a fast enough rate to drive performance and keep up with the new competitors entering the market.
Our creative performance strategies increased Meta revenue by 203% in the first 90 days with a 22% increase in ROAS, despite scaling adspend by 150%
This case study dives into the tactics we used to increase creative performance and scale The Littl’s brand.
Alice came to us with a highly successful brand that had years of history and data, but results on Meta had stagnated and there was clear wastage that was holding her back from scaling.
Our first observations was the account structure was messy and not setup for true scale. We often see this when taking over accounts from typical media buying agencies who don’t do creative for their clients as they resort to complex structures and interest testing to unlock incremental performance.
We immediately simplified the campaign structure, setting up 1 campaign with broad targeting and exclusions for testing, and an Advantage+ campaign for scaling. This simple 2 campaign setup allowed us to spend budget more efficiently which instantly improved ROAS on the account
Key Learnings: By consolidating our campaigns, we were able to understand what was working quicker which helped us deliver this result in a short time frame. More spend on less variables helps you collect data quickly, iterate quickly and reduce the time in testing phase.
Advantage+ had just been released publicly when we took over The Littl’s account and at the time we were finding great success with testing all creatives in 1 campaign, then scaling winners in Advantage+.
The creatives required for The Littl were less focused on high production value, and more focused on showing off the jewellery close up and on body with simple text overlays to drive the message home. We setup a Monday and Thursday testing schedule that was structured to reduce the feedback loop between our Performance and Creative teams, allowing us to scale spend profitably by 150% in 90 days.
Key Learnings: Sometimes creative should be simple, especially when it comes to fashion. Simply showcasing the product on creators that were aligned with the target demographic was our approach, and driving a strong CTA at the end of the ad was highly impactful in lifting CTR. Previous ads were missing the mark in this area, showcasing lifestyle content with no clear CTA. This simple tweak lifted CTR by over 74% across the account, meaning that our creatives were resonating much better than before we started.
The Littl had hundreds of different pieces available on the store and multiple best sellers, so in order to serve up the most suitable products to each person we leveraged the power of Advantage+ catalogue ads.
We used Meta’s machine learning to create different product sets split by best sellers, collections and new releases in order to craft messaging and offers for each catalogue. These catalogues ended up becoming highly profitable for us and they consistently outperformed previous agencies retargeting ads.
Key Learnings: By leveraging machine learning, we were able to show people the exact items that Meta knew they were interested in. If someone was looking at gold earrings on Google, the first product they were served in the catalogue were The Littl’s gold earrings. This kind of hyper optimised placement converts like crazy as prospects feel like your ads are made specifically for them, when in fact it’s just Meta’s algorithm understanding and serving what it knows they want.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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