MINT VELVET

Scaling Paid Media
to Fashionable
New Heights

Paid Search, Shopping, Paid Social

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EMMA LAW
Digital Marketing Manager, Mint Velvet

"We’re really pleased with Avenue and how they’ve completely re-structured our paid search and shopping activity, providing greater control over budget allocation across our campaigns for periods of high demand."

The
Challenge.

Mint Velvet are fast growing women’s retail brand, with a prominent high street presence across the UK. In a competitive market, Mint Velvet needed an effective paid media strategy that could help break through the historical blockers, to drive new customer acquisition and additional revenue growth.

Mint Velvet needed a paid media agency that could help drive new client acquisition through Google Search, Shopping, Facebook, and Instagram, as ROAS and growth had become stagnant.

Following the extensive Avenue Audit, we were quick to identify inefficiencies in the Mint Velvet legacy campaign structures, and moved fast to devise a new strategy and tactical plan.

The
Solution.

We restructured Mint Velvet’s shopping campaigns to allow budget allocation to specific categories. This allowed us to quickly ramp up activity whilst keeping spend low across lower performing campaigns.

We fully restructured Mint Velvet’s brand search activity into single keyword ad groups, enabling us to take a more controlled approach to each keyword and bid, as well as ensuring the ad-copy for each keyword was highly relevant. The client saw an instant improvement in quality score, resulting in much lower CPCs and higher CTRs.

Prior to us taking over the account, Mint Velvet only previously achieved a handful of display placements convert. We instinctively knew we needed to tested display ads specifically across these converting placements to find greater performance efficiencies.

We launched new Gmail campaigns alongside seasonal sales, targeting prospecting and retention audiences, generating a new record ROAS for Mint Velvet’s display channels in the process.

The
Results.

We were able to achieve significant levels in performance across both shopping and search across the Google network, and across Facebook and Instagram for Paid Social. Campaigns saw

- 173% increase in ROAS across search YoY
- 69% decrease in CPC's YoY
- 745% increase ROAS across Shopping YoY

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