Scaling Revenue for a Children’s Clothing Brand with Meta Ads
A children’s clothing e-commerce brand set a bold goal: to grow their monthly revenue from €200,000 to over €1 million, all while maintaining an impressive return on ad spend (ROAS) of around 10%. To achieve this, I developed a comprehensive Meta Ads strategy focused on both brand awareness and customer engagement.
Objectives
The primary objective was not only to boost monthly revenue but also to do so efficiently by maintaining a high ROAS. To meet this ambitious target, a multi-layered approach was needed.
Strategy & Solution
When I took over the account, the brand was heavily reliant on sales promotions for driving revenue. My first step was to take control of both their paid and organic Meta presence, along with their company blog. Instead of focusing solely on sales, I shifted the messaging to highlight the benefits of their clothing—manufactured in the EU in small batches, with fairly paid workers, good technology, and safe working conditions. We also emphasized the freedom their products provided to children, particularly their rainwear line.
For content, I moved away from using flat product images and began leveraging user-generated content (UGC), with permission from users. This approach allowed us to showcase real-life customer experiences, making the brand feel more authentic and relatable.
Over time, I convinced the brand to invest in professional photo shoots, which gave us high-quality visuals for both social media and the website. In the second year, we launched an influencer campaign across four countries to further boost brand awareness.
Key Components:
Facebook Ads Strategy: Localized campaigns across 13 EU countries, ensuring the ads were culturally relevant through translations.
Brand Awareness: Alongside Meta Ads, we ran influencer campaigns and invested in professional visuals and content marketing to build a stronger brand presence.
Social Media & Customer Service: I managed the social media team and ensured the customer service efforts were aligned with the brand’s tone of voice, creating a consistent and engaging customer experience.
Challenges
Ad Spend Efficiency: Scaling revenue without significantly increasing ad costs.
Revenue Growth: Achieving a substantial increase in revenue while maintaining or improving ROAS.
Results
Our strategy delivered impressive outcomes in both revenue growth and ad efficiency:
Localized Campaigns: Successful Facebook ad campaigns in 13 EU countries, tailored for language and cultural relevance.
Facebook Ad Budget: €1 million total ad budget in year 2, with a ROAS of 9.75—just shy of the 10% target.
Revenue Growth: Compared to year 1, the brand's revenue increased by 94%, while reducing ad spend by 186%, demonstrating substantial efficiency improvements.
At a Glance:
94% increase in revenue (year 2 versus year 1)
ROAS of 9.75 on a €1 million Facebook ad budget
UGC-driven content, professional visuals, and a successful influencer campaign across four countries
Improved brand perception and customer satisfaction through consistent social media and customer service efforts
Conclusion
By combining a strategic Meta Ads approach with a strong focus on brand building, this children’s clothing brand significantly scaled its business while maintaining exceptional advertising efficiency. The integration of UGC, professional photo shoots, and an influencer campaign helped solidify the brand’s position in the market, driving both sales and engagement.
Looking to scale your e-commerce business with a tailored, holistic advertising strategy? Let’s discuss how I can help you achieve your goals.
