Whistle and Hops – a burgeoning kidswear brand, faced challenges that are all too common in the fast-paced world of online retail. Despite offering a compelling product line, the brand struggled with unstable performance, high creative fatigue, and non-scalable creatives. These challenges hindered the brand’s growth and scalability, prompting a strategic overhaul of its Facebook advertising approach.
Whistle & Hops is an Indian kidswear brand that designs clothes with a focus on sustainability and longevity.
The core issues plaguing Whistle and Hops included:
Unstable Performance: The brand’s advertising campaigns were inconsistent, leading to unpredictable sales performance.
High Creative Fatigue: The advertisements quickly lost their appeal to the audience, necessitating frequent updates and revisions.
Non-scalable Creatives: The existing creative assets did not effectively leverage scalability, limiting the brand’s growth potential.
A deep dive into the customer purchase patterns revealed a compelling insight: high-value orders predominantly consisted of purchases across multiple age groups, suggesting that customers were buying for both younger and older children within the same household. This observation indicated a gap in the market that Whistle and Hops could uniquely fill.
Capitalizing on the insight, Whistle and Hops pivoted to a new creative strategy. The brand developed advertisements that featured both younger and older children enjoying the clothing in various settings, projecting a sense of joy, togetherness, and familial bond. This approach aimed to resonate with parents or guardians looking to purchase high-quality, matching, or complementary outfits for their children, offering them an experiential glimpse into the joy their products could bring to their families.
Creatives with winning iterations that helped scale the account in one month.
Based on the observation multi product videos with multi age group children worked best.
Amount Spent – 176,082.16
Purchases – 268
CPA – 657
ROAS – 2.63
Hold Rate – 17.9
Hook Rate – 31.63
Amount Spent – 134,011.33
Purchases – 190
CPA – 705.32
ROAS –2.31
Hold Rate –18.11
Hook Rate –16.09%
Amount Spent – 21,136.64
Purchases – 26
CPA – 812.95
ROAS –2.04
Hold Rate –16.40%
Hook Rate –30.04%
Amount Spent – 176,553.08
Purchases – 249
CPA – 709.05
ROAS –3.31
Hold Rate –29.97%
Hook Rate –36.99%
Amount Spent – 128,399.19
Purchases – 176
CPA – 729.54
ROAS –2.30
Hold Rate –31.53%
Hook Rate –19.58%
Amount Spent – ₹98,239.90
Purchases – 143
CPA – ₹686.99
ROAS –2.5
Hold Rate –17.02%
Hook Rate –13.08%
Amount Spent – 86,037.73
Purchases – 90
CPA – 955.97
ROAS –2.71
Hold Rate –24.90%
Hook Rate –16.74%
The impact of the strategic overhaul was profound and multifaceted:
Revenue Growth: The brand saw a dramatic increase in Shopify revenue over a four-month period, starting from Rs. 282,988.44 in September to an impressive Rs. 1,329,236.63 in December.
ROI Increase: The return on investment (ROI) more than doubled from 1.1 in September to 2.15 in October, with sustained high performance in the following months.
Order Volume: The number of orders surged, highlighting a significant boost in customer engagement and conversion, from 141 orders in September to 707 in December.
Improved Hook and Hold Rates: The brand’s Hook Rate and Hold Rate improved by 126% and 11% srespectively, indicating a higher level of customer interest and retention.
Reduced Customer Acquisition Cost (CAC): A decrease in CAC by 44% over three months underscored the efficiency and effectiveness of the new creative strategy.
We saw a 44% decrease in CAC with a 1,739.3% Increase in Revenue & 80.81% Increase in ROI over 3 Months
This case study serves as a testament to the importance of data-driven decision-making and creative agility in achieving scalable growth.
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