Cracking multi 7 figures in revenue.

côte&ciel came to us in Q3 of 2024 with a very specific problem. They weren't able to scale to 6 figures in monthly DTC revenue. Across their 3 domains of Asia-Pacific, US and EU they were stuck doing 5 figures in monthly revenue and could not scale the DTC channel. Management had very low confidence that it was possible to grow the business.

When we did our due diligence work and looked into the channels the reason became clear quite quickly. Tracking and campaign set-up had been lacking and faulty leading to poor signal and poor performance. There was also no clear creative strategy from the performance marketing side. Having seen these issues plenty of times before we knew what our next steps needed to be.

The first thing that was clear was that tracking signals needed to be set-up correctly. We installed Elevar Server-Side (for Shopify) tracking across Meta and Google to send strong Purchase Event as well as full funnel signals back to the platforms. After this we could re-set the campaign set-up. This meant rebuilding all campaigns in all territories and channels from scratch.

For Google we pivoted from a Performance Max led strategy to a Shopping only strategy meaning we could tap into better quality inventory. We focused on high AOV and bestselling products for Non-Brand Shopping and implemented a low spend high efficiency strategy for Google Brand (Search & Shopping).

This yielded strong results for Non-Brand with ROAS going from 0.72x to 2.11x and Brand campaigns having very good (even if non-incremental) ROAS between 4.8x and 12.67x. In this case Brand presence was key because of the strong re-seller presence. This helped us convert demand on the DTC channel that could have otherwise gone to resellers.

We switched all campaigns over to the Advantage+ Shopping format and implemented Purchase optimised campaigns across all geographies. This yielded 3 key campaigns, 1 for each region that absorbed all the budget, consolidating all conversion signals and maximising data we send back to Meta.

We knew the brand had a strong standing with the fashion publications so we leveraged this social proof messaging to increase trust for new audiences. Thanks to this strategy and to the striking visuals for Fall Winter 24 campaign we managed to drastically improve ROAS from 0.2x to 2.2-3.3x. The combination of new creatives and a proven Dynamic Product Catalogue ads strategy helped us improve conversion rates from 0.05%-0.30% for the old campaigns to 1.13%-1.85% for our new campaigns.

We implemented all of these changes within the first month of onboarding with côte&ciel. August still saw a dip in performance as the new activity was in the learning phase. But after a few weeks we saw revenue and spend pick up. September ended up being the best month in a long time for côte&ciel and they managed to go over the 6 figure monthly revenue mark.

This gave us great momentum for Q4 2024 during which we proceeded to implement the strategy by scaling winning Google and Meta activity and preparing for the BFCM moment. With a strong offer and campaign strategy we managed to deliver a record revenue quarter in Q4 with a 5x ROAS. This put côte&ciel firmly on the path to delivering their first ever 7 figure year in 2025.

We have since expanded the project scope by scaling up creative testing, creator marketing as well as helping them optimise their Email programme and PDPs to maximise the performance of the DTC channel. We are currently planning their Q4 2026 and are now targeting the first ever 7 figure revenue quarter.