Ivory and Deene
Ivory and Deene is on a mission to a vision to democratise luxury. To create an online space where every Australian, of every income, could experience the joy and beauty that comes with crafting the perfect space in their home.
Ivory & Deene | Scaling Sustainably
Ivory & Deene has been an Intentional client since 2021 and have been in a scaling mode every year - with 20%+ growth YoY.
The Challenge
After what appeared a record breaking 2023, we witnessed the divide spreading between Google's on platform performance and the Shopify Revenue.
This was due to Performance Max (PMax) over attributing and increased competition from chinese resellers like Temu selling products at a fraction of the price but with an unlimited budget.
We’ve perfected the formula for your brand’s success
Strategy
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
The Strategy
After building out a contribution margin target and marketing efficiency ratio - we made the decision to do a complete u-turn from PMax to Standard Shopping.
This was a massive multi-month test that included segmenting brand from generic terms as brand tends to be less incremental.
Then we also made to sure priortise the best performing products.
Once we had to build up conversions, we switched to a tROAS portfolio smart bidding strategy which was when the campaign started to get better.
The Results
In Australia, Shopify revenue increased 26% while more importantly MER increased to 6x.
A few months later we were able to increase revenue by 38% and increase MER by 18% compared to the 1st initial month.
The increased profitability allowed us to test new countries and ad channels to diversify the revenue long term too.