Sigma Sports | Paid Social & Creative
At the beginning of 2022, we began collaborating with Sigma Sports in both creative development and paid social media. As spring approached, they aimed to boost brand awareness and optimize their paid social channels to effectively attract individuals returning to cycling for the summer season. Our goal was to drive significant traffic to Sigma Sports' website at a low cost, achieving a record user reach while increasing revenue and return on ad spend (ROAS). We also aimed to identify which products resonated most with our audience through advertisements. Our primary insight was that ad creatives featuring shoes and mid-range bicycles generated the highest click-through rates. To achieve our objectives, we initially allocated the paid social budget towards two goals: awareness and conversions, with a 20/80 budget split. This approach included continuous efforts, campaign and product launches, and catalog advertising. Over time, we recognized the opportunity to test and learn from content, copy, and optimization strategies, which led to the allocation of budgets by objective, along with an additional budget dedicated to testing. Key Results: - 51% increase in ROAS (from 9.8:1 to 14.8:1) over 3 months - 48% increase in META purchase volume - 184% rise in META revenue in 3 months.