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MAVRANS
Fashion & Apparel
Facebook Ads, Google Ads, Creative
Established in 2019, Mavrans is a sustainable fashion brand that aims to merge fashion and sustainability.
Mavrans has attracted the attention of several celebrities who share their values, including Ed Sheeran, Dwayne Wayde, Maluma, and Joe Jonas. With their innovative approach to sustainability and fashion, Mavrans is quickly becoming a go-to brand for those who want to look good while doing good for the environment.
Their clothing is made with 'Recocoblend' fabrics, an invention that composts a mixture of coconut husks and recycled plastics to create eco-friendly and comfortable. As a lifestyle brand, Mavrans embraces a carefree identity and maverick-mindedness.
In 2020, MAVRANS enlisted the services of Skille to manage their Facebook and Google ad accounts.
Skille swiftly identified the primary issue with the account - the campaign structure - and set about devising a plan for scale.
The account required an urgent reduction in retargeting budget allocation as the frequency was exceeding 15x. Our initial action was to shift the budget from retargeting to prospecting, which resulted in two benefits for MAVRANS: 1) a replenished pipeline with new potential buyers and 2) reduced budget waste caused by bottom-funnel heavy targeting.
The second issue Skille identified was a shortage of ads with limited variety. To address this, they undertook a complete creative overhaul to add depth and breadth to the ad portfolio, resulting in a 30% increase in CTR.
Finally, to further optimize the ad account, Skille simplified the campaign structure by reducing the number of campaigns and ad sets. Additionally, they took advantage of Facebook's automated features, such as Campaign Budget Optimization, Auto-Placement, and Dynamic Creatives. These changes resulted in a significant decrease in CPMs of nearly 30%.
By reallocating the budget, improving CTRs through a creative overhaul, and consolidating the account for lower CPMs, MAVRANS experienced a remarkable increase in ROAS from 0.8x to 2x, while also nearly doubling their total spend.
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