KMG Case Study .pdf

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Original filename: KMG-Case Study.pdf
Title: Case Study: Fashion Eyewear
Author: Julian Levy

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Case Study:
Fashion Eyewear

Client Journey with KMG: Fashion Eyewear (FE) initially tested
KMG by giving us a fraction of their UK budget to prove our
worth. After the initial test period, we now successfully run their
international campaigns in the USA, Canada and Australia.
FE is an E-commerce business, so we run a combination of
Google Search, Shopping with Google Display as well as Paid
Social on Facebook and Instagram to compliment.
FE pride themselves on their vast selection of products and the
UK campaign currently has over 15,000 active products to
advertise in the Merchant Centre Data feed. We segment at a
granular level by product name/model number so that there is a
high purchasing intent. KMG also apply a 360 search marketing
strategy for FE in conjunction with this, reaching shoppers with
our ads at every stage of the buying funnel.

Performance: The return on advertising spend (ROAS) for FE has
been very profitable for them, at 4x return in the UK, 2x return
for the USA and a 2.4x return in AUS. UK performance has been
consistent during the long winter months despite the apparent
seasonality of the product.

Company Background: Founded in 2008, Fashion Eyewear is
a global, luxury glasses retailer offering an extensive online
collection of exclusive designer glasses, sunglasses and
subscription sunglasses.

We are forecasting continued improvement for the upcoming
summer with significant scaling for their Paid Social Strategy. To
cope with demand, FE have improved their website and
optimised for mobile conversions so that they can better scale.
They have increased their bandwidth capacity and opened a new,
bigger warehouse to keep more stock than ever before.

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