New Team. 688% ROAS.
Champion’s marketing team changed almost overnight, and a Target advertising budget was already waiting to be spent. Four months on, 87.6M impressions are paying back at a 688% average ROAS.
Champion: How We Delivered a 688% Average ROAS on Target in 4 Months
The Challenge
Champion’s in-house marketing team changed almost overnight. The new VP of Marketing and Creative Services stepped in with limited knowledge of Target advertising and a budget that had already been agreed. The existing campaigns weren’t spending enough and weren’t performing, a new range of seasonal products needed to be added, and the brief was to spend the full budget and make every pound, or in this case dollar, work harder than before.
The Approach
We found the big problems with the old campaigns quickly, shut them down and built new ones from scratch, adding the agreed list of seasonal products as we went. Budgets went up to the agreed levels, and we tuned bids and bid multipliers so the new products had the best possible chance of winning from day one. Within two months sales had grown 690% on only a 300% increase in spend.
The Impact
-
688%
average ROAS across four months
-
690%
sales growth in two months, on a 300% spend increase.
-
87.6M
impressions delivered in four months
The Outcome
Across four months, those 87.6M impressions turned into 444.3K clicks and a 688% average ROAS. Cost per acquisition dropped sharply from its February peak while ROAS climbed to around 1,000% by April. Champion went from legacy campaigns that weren’t spending or performing to a Target programme that spends its full budget, backs its seasonal range properly and earns it back several times over.
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