MissPap Case Study Miriam 2019-03-19T11:47:37+00:00

Case Study

Miss Pap

  • Session Growth (YoY)
  • Revenue Growth (YoY)

Background

MissPap is an ecommerce fast fashion retailer for women, offering everything from lingerie and loungewear to dresses and footwear. Having invested heavily in collaborations with bloggers and influencer marketing, the brand was generating a lot of interest with consumers. However, the performance of their other channels was not keeping up with the speed at which the brand was growing. They needed help from an agency with proven results and experience in the industry.

Result Highlights

299% session growth (YoY)

377% revenue growth (YoY)

SEO

Managing SEO for MissPap represented a number of challenges. The most significant was that the website was built on a custom CMS, meaning technical fixes and updates to the infrastructure were a lot harder to implement. Despite this, a targeted keyword strategy was developed, with content marketing and outreach ensuring that the technical SEO fixes and on page content updates translated into improved rankings. Throughout the campaign, MissPap has ranked first in Google for some of the most competitive keywords in the fast fashion market, including ‘party dresses’, ‘over the knee boots’, ‘bodycon dresses’ and ‘thigh high boots’.

273% organic session growth (YoY)

295% organic revenue growth (YoY)

PPC

The PPC strategy developed for MissPap by We Influence focused on non brand keywords. The campaigns we built out had to significantly scale investment via shopping and search channels, and with other well known brands competing for the same keywords, bidding and campaign performance had to be monitored extremely closely. Fashion is an industry we know well at We Influence, so we were able to make PPC hugely profitable for MissPap while beating the return on ad spend targets we had been set for the campaign.

573% increase in revenue (YoY)

16% over delivery on ROAS target

Affiliates

In the fast fashion industry, affiliates can be a very profitable channel as long as the campaign is managed properly and the best quality affiliates are recruited to the network. The affiliate strategy we developed for MissPap utilised voucher code sites, but also high profile bloggers to share affiliate links when promoting MissPap clothing to their audience. Despite the challenges faced, We Influence were able to build affiliates into a channel that delivered more than 10% of all site revenue by the end of 2016.

433% increase in revenue
(By month 12 of campaign)


13% of all 2016 revenue

Email Marketing

MissPap hadn’t invested significantly in email marketing prior to working with We Influence, so we were tasked with providing strategic insight on how best to monetise, segment and grow their existing database and building the email templates designed by MissPap. By working closely with them on better understanding the behaviour of people that interacted with the brand via email, we were able to help them make big changes to how they managed their email marketing efforts, making the channel much more profitable.

599% increase in revenue (YoY)

What We Did:

SEO / Content Marketing / PPC / Paid Social Advertising / Affiliates / Email Marketing

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