Dan John - Scaling Davids Case

Study
Brand:

Dan John is an Italian menswear company with its headquarters in Rome.

The brand was founded in 2015 by two partners, who had the mission to make
formal and trendy Italian menswear affordable for everyone. The brand
experiences incredible growth in the past years and received numerous awards
for it.
Dan John opened over 90 stores in Italy, plus 15 more in other countries around
Europe.

An Incredible Growth, then Covid:

Despite the incredible growth of the past 4 years, COVID19 crisis hit the
company quite hard. As a company mainly focused on brick and mortar, they
needed to shift heavily to eCommerce as soon as the lockdown started to
happen in Italy.

When we got in touch with Oscar, the CMO of the company, they had already a

Dan John - Scaling Davids Case Study 1

 store set up on Shopify, which was selling already pretty well. The product design
is great, and people absolutely loved the idea to have such nice clothes for an
affordable price!

When Oscar came to us, they were in need of professional help to manage their
Facebook Paid Ads, and to squeeze all the revenue possible from that.

Our Challenge
When we started working on the account, Dan John was already spending
profitably around $150/day on Facebook. ROAS was around 3.7x, so not bad at
all!

Still, for the company, that profit margin was still pretty tiny, and even though
they were aware of the fact that improving these results wouldn't have been easy,
they decided to give us a shot.

After a first audit, we identified some major pain points that we immediately felt
the urge to implement in our first tests:

_ Short window retargeting audiences, which were made by people with high
intention but didn't receive enough exposure to the ads Such as cart abandoned
in the past 13 days, or website visitors in the past 48 Hours)
_ Dynamic Ads and Lookalike audiences were not present at all, and we
immediately implemented these in the campaign structure in order to leverage
FB's AI at its best.
_ Shopify's tracking API was not properly integrated with the FB pixel, which led
them to lose around 15% of the people they should have tracked for remarketing.
We immediately fixed this.
_ Proper A/B testing with professionally created videos and photos.

We started working on this account in mid-August, and after a week of setup, we

implemented our campaign structure.

Results

Dan John - Scaling Davids Case Study 2

 Thanks to the new retargeting campaigns, as well as the proper combination of
Dynamic Ads and best-selling product categories we found on Shopify, these are
the results after 3 months.

_ CPA reduced by 39.8%

_ ROAS Increased by more than 90%
_ Purchase Conversion Value Increased by 52%
_ Feedback Score of the FB Page kept at an average of 4.9/5!

Dan John - Scaling Davids Case Study 3

 The only "issue" is that the client has a fixed budget set for FB ads, therefore he
doesn't want to spend more than $300 a day for the whole of 2020. That's a pity
because it prevents us from scaling even more than this!

Dan John - Scaling Davids Case Study 4

 We'll see what 2021 will bring, but for the moment, the client is happy, customers
are happy, so that's a win!

Dan John - Scaling Davids Case Study 5