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Joanie Clothing

With the help of Return’s Paid Search strategy, Joanie Clothing – a women’s clothing and accessories retailer – has grown from a start-up without a website to a well-known brand with coverage from the likes of Glamour Magazine, MTV and The Stylist, and support from celebrities like Zoella.

Objectives

01 New Audiences

Build an active and engaged audience for a brand-new player in the online fashion market

02 Site Traffic

Drive traffic to the Joanie site through a combination of SEO and paid activity

03 Brand Awareness

Grow awareness of a new brand in a highly competitive market

Challenges

01 Brand Awareness

As an unknown new brand, awareness of Joanie was non-existent

02 Build

Taking Joanie from a single holding page to a fully formed ecommerce site

03 Audience

Building out and identifying Joanie's target audience as a new brand

The Strategy

Joanie specialise in vintage-style women’s clothing, so the early part of our strategy concentrated on targeting vintage-related generic terms. This allowed us to compete with similar brands, introduce Joanie to their core audience, and identify what these key customers were searching for.

Audience Targeting

Building audience lists and retargeting these searchers through remarketing and dynamic remarketing. This was key to understanding Joanie’s audience and what they search for online.

Influencer Collaborations

Leveraging celebrity support for Joanie to build trust, encourage click-through and drive conversions. We were able to maximise Joanie’s coverage from the likes of Zoella and Lorraine Kelly in our ad copy and creative.

Google Shopping Rollout

Supported the building of Joanie’s Google Shopping feed, ensuring we had all the possible attributes to ensure the feed was of top quality. This was essential to make sure we made a stamp on the results page for this new business.

The Results

  • 01

    Overall Return On Ad Spend (ROAS) of over 1,000% - over £10 back for every £1 spent

  • 02

    Non-brand ROAS over 430%

  • 03

    Expansion into the US market

The Client's Own Words

Having worked with several digital partners over the years, I have found Return to be a breath of fresh air. Innovative, energetic and approachable – they encourage the entire team to collaborate with the account and in turn create a holistic content strategy. With vested interest in the performance internally, we see Return as an extension of the Joanie team and relish the opportunity to work together across campaigns. The success we have seen has been unprecedented and is incredibly encouraging for the future – I firmly believe that this is down to effective communication and a shared interest in the success of the brand.

Jessica McEwen, Head of eCommerce

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