About the Client
The Knotty Rope is a popular home décor brand that honors India’s rich history and culture. Launched by Rowena Robertson, the brand focuses on the aesthetic fusion of past cultural heritage and today’s styles and makes these items a perfect fit for modern homes. With the assistance of local artisans, The Knotty Rope presents premium-quality products that echo the elegance of India’s royal history with a modern twist.
Challenge
The client was receiving low sales and was keen on pushing the overall ROAS. The challenge was to increase online sales while discovering new audience segments for the brand.
Our Approach
Customized performance marketing plan
The ultimate goal of the client was to increase revenue. For that, our team curated a personalized performance marketing plan. Using the AIDA framework, we opted for a funnel-stage strategy to achieve efficient results.
Website Audit
The first step of the detailed performance marketing plan was to conduct an extensive website audit. The audit gave us a clear idea of what was missing and what was working for the brand. It further allowed us to suggest to the client the changes that needed to be done quickly for further improvement.
Upon extensive research, we shared our findings with the client. It was vital to ensure that the website was attractive, user-friendly, and interactive for the smooth functioning of the paid advertisements.
Audience Segment
For any campaign to reach ultimate success, recognition of the right target audience is important. Similarly, it was critical to understand the best audience segment for The Knotty Rope. We experimented with different categories and attained conclusive results.
A/B Testing
A/B testing is a critical marketing tactic where marketers need to conduct constant changes in their ads to see which resonates better with the audience. We conducted various A/B tests to find the perfect copy and creative combination. We also tested multiple products and landing pages.
Creative types
One of the most essential parts of paid advertisement is the creatives used. That is what attracts the audience to the ad. We opted for an experimental approach when it came to creatives. For The Knotty Rope, we used Video ads, Catalog ads, Collection ads, and Carousel ads.
We had seen massive success with video and catalog ads for the brand. The videos were kept simple with soft music and aesthetic display of the products of The Knotty Rope. For the catalog ads, we used different categories such as the All product catalog, Best Seller catalog, High Vale catalog, etc.
Retargeting
To increase the consumer base of the brand, retargeting is highly crucial. Retargeting is basically a digital marketing tactic where customers who have previously interacted with the brand are shown the advertisements. Here, the primary goal is to grab their attention to the best-selling products or make them aware that new products have been launched.
For The Knotty Rope, retargeting campaigns were launched with users who have had previous interactions with the brand. We also created a Lookalike audience that included similar behavioral interests.
Scaling
Constant monitoring of the advertisements allowed us to know which ads were giving us the maximum conversions. Based on the results, we scaled the ads that provided excellent ROAS. Besides, we also scaled up the ads that were the hero products of the brand.
Google Ads
Apart from Meta, we also used Google for our E-commerce marketing efforts for The Knotty Rope. Google Ads are an excellent way to elevate the overall revenue of the brand. We launched Brand Search and Performance Max campaigns for The Knotty Rope. The campaigns performed well and gave us a 6+ ROAS.
Results
A well-planned marketing plan and ingenuous strategies led to the following results in a span of six months –
- Orders increased by 295.4%
Words From Our Client
Thanks to Cybez’s work, the revenue has almost tripled in the last five months. Orders have also increased by 600%, and a 4+ ROAS has been achieved. The team is highly committed to ensuring the client’s success. Their members are proactive and have a goal-oriented approach to the project.
