The Challenge

Driving new revenue growth for a social impact apparel brand through scaling creative and sales channel diversification. 

TradeMutt partnered with Farsiight during a scale-up phase of their business and challenged us to push the envelope on their paid social media creative, diversify into new paid media channels, and expand into new market segments. 

TradeMutts’ Director of Marketing, Mike Watkins, wanted “a partner to do the heavy lifting in helping us scale up our brand through paid media channels, specifically social and search, in a collaborative, creative and highly iterative way.”

Our goal was two-fold; build off the solid foundations already laid in Paid Social, deliver a new creative direction and expose the brand to new revenue opportunities through Google’s Network. 

At the time of signing off on the partnership, TradeMutt had a brand new product drop, “The Wildside Workwear,” launching in 4 weeks’ time. The stage was set, and the pressure was on our team to deliver a record sales month and ensure that all stock sold out. 

The Strategy

Our 3-pronged Approach to Exceeding Their Expectations

For Wildside Workwear to be a roaring success, we needed to work hard and fast to bring to life the strategy that we had pitched to the client. 

There were 3 key components that all needed to come together for this to be a success;

1. A New Data-Driven Creative Ideation and Development Strategy
2. Diversifying into New Digital Sales Channels 
3. Setting Up A Seamless Workflow Designed for Fast Scaling Companies

A New Data-Driven Creative Ideation and Development Strategy

Through deep analysis of existing data with TradeMutt’s ad account, we were able to drill down into high-performing creative formats. These were further segmented by their effectiveness at each stage in the funnel (TOF, MOF, BOF). 

Here is a sample of the analysis;

• Story focused videos performed best in TOF
• Videos did not perform well in retargeting (MOF & BOF)
• Lifestyle collage images performed best in MOF
• GIFs had a high Thumb Stop Rate (TSR)

To guide the Wildside Workwear product drop strategy, we used the existing data that existed in Trademutts’ ad account. We mapped out the creative strategy that utilised an 80/20 split – 80% tried, tested, high-performing creative formats, and 20% new innovative, creative formats. 

To protect the IP of the client, we’ve not included the exact strategy used by here is example of how we translate the data analysis into an actionable creative strategy;

A core tenant to Farsiights’ approach to scaling paid social ads is a consistent & strategic rhythm of creative testing. In researching direct and adjacent competitors of TradeMutt, we identified several potential winning creative formats that we wanted to test straight out the gate.  One example of these was thumb stopper gifs to be utilised in the Middle of the Funnel and Bottom of the Funnel. 

Here is one of our favourites;

Here’s TradeMutt’s Marketing Directors two cents on our approach to creative:

“Week to week Farsiight develop fresh creative concepts that align to our e-commerce product calendar – they manage the process from concept through to creation, through to implementation and optimisation – I cannot stress enough how much confidence we have in the Farsiight team to deliver what we need when we need it.”