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Case Study 2: Retail Recovery – Women’s Boutique

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Post-iOS 14 Recovery: From 1.5x to 30x ROAS Using the CONNECT Framework™

The Challenge

  • Significant performance drop after iOS 14, with ROAS declining from 5x to 1.5x 📉
  • Inaccurate tracking and attribution made campaign data unreliable 📊
  • Stale creatives and inefficient audience segmentation hindered engagement 🎨
  • Rebuilding trust with lapsed customers and optimizing new customer acquisition 🛍️

The Result

  • 💪 Increased ROAS to 12–20x during recovery months
  • 🚀 Achieved consistent 30x ROAS within six months
  • 🎯 Rebuilt tracking systems, ad funnels, and customer retention strategies

What You Will Learn From This Case Study

✅ How to recover and scale paid social performance after iOS 14 disruptions

✅ The importance of advanced tracking and accurate data attribution

✅ How fresh, dynamic creatives drive audience engagement and conversions

✅ How segmentation and personalization re-engage lapsed customers

Introduction

This boutique came to us struggling to recover from the devastating effects of Apple’s iOS 14 update. Their paid social campaigns, which had previously maintained a steady 5x ROAS, had plummeted to 1.5x due to tracking limitations and outdated strategies.

They needed a comprehensive approach to recover profitability, rebuild trust with their audience, and scale their campaigns to new heights. Using the CONNECT Framework™, we turned their challenges into opportunities, creating a system that consistently delivered 30x ROAS within six months.

Planning

Our first step was to rebuild the marketing infrastructure using the CONNECT Framework™:

1. Collect:

We gathered key data on the brand’s existing performance, including:

  • Advertising metrics from Facebook, Instagram, and Google.
  • Website conversion data and customer journey touchpoints.
  • Customer insights, including purchase history and browsing behaviors.

This data allowed us to pinpoint performance gaps and opportunities for improvement.

2. Analyze:

A detailed audit revealed:

  • Double attribution issues caused by fragmented tracking systems, leading to inaccurate ROAS reporting.
  • Ad fatigue due to repetitive creatives that no longer resonated with the target audience.
  • Poor engagement from high-value, lapsed customers who had previously driven significant revenue.

We identified immediate “quick wins” to stabilize the account, including better attribution systems and more targeted messaging.

3. Understand:

We developed in-depth customer personas, focusing on:

  • High-value customers who were frequent buyers but had disengaged.
  • Aspirational shoppers who browsed frequently but rarely converted.
  • Customers who valued style, exclusivity, and personalized experiences.

These personas guided our creative and messaging strategies.

Execution: How the CONNECT Framework™ Drove Results

4. Strategize:

We built a multi-channel funnel strategy to re-engage lost customers and attract new ones. Key tactics included:

  • Advanced tracking with tools like Triple Whale to accurately attribute conversions across platforms.
  • A complete restructuring of their Facebook and Instagram ad campaigns, prioritizing:
    • Retargeting ads to bring back lapsed customers.
    • Lookalike audiences based on high-value customer data.
  • Personalized email and SMS marketing to increase customer retention and CLTV.

5. Activate:

Dynamic, attention-grabbing creatives were central to our activation strategy. We overhauled their visual content with:

  • UGC-style video ads showcasing real customers styling boutique items.
  • Seasonal campaigns that emphasized exclusivity and limited-time offers.
  • Carousel ads highlighting product versatility and style inspiration.

We launched these campaigns across Facebook, Instagram, and email, ensuring cohesive messaging across all touchpoints.

6. Refine:

Continuous optimization was key to sustaining results. We:

  • Monitored campaign performance daily to identify top-performing ads and audiences.
  • Refined creative formats based on engagement data, ensuring ads remained fresh and relevant.
  • Reallocated budget to the most profitable channels and customer segments.

Leverage

We capitalized on their existing customer base by launching a VIP program:

  • 🎉 Exclusive offers and early access for loyal customers, boosting repeat purchases.
  • 🔄 Personalized product recommendations, increasing engagement and revenue.

Email and SMS marketing revenue jumped from 16% to 35% within the first 90 days, becoming a significant driver of profitability.

Creatives

Fresh creatives were a game-changer for the boutique. Our dynamic approach included:

  • Video content featuring styling tips and customer testimonials to build trust and inspire purchases.
  • Seasonal themes that tapped into aspirational shopping behaviors.
  • High-quality, trend-driven visuals that resonated with their target demographic.

These creatives consistently achieved engagement rates 3x higher than their previous campaigns.

Conclusion

Through the CONNECT Framework™, we turned around this boutique’s performance, growing ROAS from a struggling 1.5x to a consistent 30x in just six months. By combining advanced tracking, audience segmentation, and dynamic creatives, we helped this brand not only recover but scale to new levels of profitability and customer loyalty.

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