How WSS Drove Record Back-to-School Sales Growth
ShopWSS, a leading retailer in the footwear and apparel industry, offers a wide range of top-brand sneakers, apparel, and accessories to diverse communities across its stores and online platform.
Challenges & Goals
Before partnering with Taktical, ShopWSS faced several challenges in their Back-to-School campaign. Their primary pain point was the difficulty in effectively targeting their key audience, particularly parents and students, during this high-demand season. Despite previous efforts, their digital campaigns lacked the precision needed to maximize return on ad spend (ROAS). Additionally, they struggled to stand out in a crowded market, which impacted their ability to drive year-over-year sales growth. These obstacles made it challenging to fully capitalize on the Back-to-School season and reach their sales and engagement goals.
Results
Strategy
To overcome ShopWSS’s challenges, Taktical executed a multi-platform paid media strategy, focusing on reaching Back-to-School shoppers across multiple channels. We advertised on Google, Microsoft, Meta, Pinterest, TikTok, and Connected TV (CTV) to maximize reach and visibility.
Key strategies included:
- Cross-Platform Advertising: We launched tailored campaigns across Google, Microsoft, Meta, Pinterest, TikTok, and CTV, leveraging each platform’s strengths to engage different segments of ShopWSS’s target audience. This allowed for greater brand exposure across both top-of-funnel and bottom-of-funnel channels.
- Advanced Analytics: Using third-party tools like PrescientAI, we closely monitored the performance of top-of-funnel platforms like TikTok and Microsoft. This data helped us understand their contribution to overall sales and make informed adjustments to the campaign in real time.
- Creative and Targeting Optimization: Taktical developed customized ad creatives for each platform, ensuring that the content resonated with Back-to-School shoppers. We used precise audience targeting and continuously optimized the campaigns for maximum return on ad spend (ROAS).
- Retargeting and A/B Testing: We employed retargeting strategies across platforms to re-engage potential customers and conducted A/B testing to refine ad copy and visuals, driving higher conversions.
This comprehensive, data-driven approach allowed ShopWSS to maximize visibility and sales, ultimately achieving year-over-year growth during the crucial Back-to-School season.
