Aminah Abdul Jillil is a global luxury shoe brand offering exceptional women’s accessories. Founded in 2012 by Aminah Abdul Jillil, the brand is known for its bold yet feminine design aesthetic, leading to global distribution in over 50 countries and a partnership with Macy’s.
What makes Aminah’s designs unique is her excitement to “try something different,” believing that getting lost in the moment and the details is a wonderful place to be found. Every shoe reflects an attention to detail that sets her apart in the vast world of fashion and footwear.
In this case study, we will demonstrate how Solutions 8 took over management of their paid advertising campaigns and in just a few months helped them achieve significant results.
Case Study Metrics
Date Range: 1st June 2024–30th Sept 2024
Geographic Location Of The Company: United States
Total Ad Spend
Total Generated Revenue
Media Efficiency Ratio (MER)
The Challenge
Increasing the number of first-time purchasers is critical to the success of luxury retailers and the only way to profitably scale this type of business.
Because of the high average order value (AOV) associated with upscale brands, consistently capturing new interest is major needle mover when it comes to continuous growth. Not only does new customer acquisition help to expand market reach and cultivate brand loyalty, but it is the key to consistently increasing revenue over time.
When Aminah Abdul Jillil reached out to Solutions 8 to assume management of their paid advertising campaigns—primarily Meta Ads—their top goals were:
- Increase revenue
- Increase new customer acquisition
The Solution
Prior to working with Solutions 8, the client had been running mainly Meta Ads Advantage+ campaigns (receiving the majority of the ad spend), with some remarketing and one traffic-based top of the funnel (TOF) campaign.
They were using all of the tools that Meta Ads recommends, including using Advantage+ creative and allowing the algorithm to mix and match a set of creatives with text and headline options to see what works best (similar to what Google Ads does with its Performance Max campaign structure). However, this strategy is rarely effective, and in fact it led to extremely poor in-platform results for the client and a significant drop in online store sessions.
After taking over management of the account, the Solutions 8 team implemented a completely different strategy.
In our experience (and this is something the Meta reps likely won’t tell you), Advantage+ campaigns only work well when you are feeding them quality TOF traffic that they can remarket to—but they generally fail when forced to prospect on their own.
That said, we kept a few of the Advantage+ campaigns running when we took over the account because we knew we were going to introduce a ton of new traffic. Then, we implemented the L1, L2, L3 structure created by our chief strategist John Moran.
For a quick refresher:
- Level 1 is basically TOF targeting—as cold as we can possibly get by excluding all website visitors, past purchasers, and social engagers (essentially anyone who would have interacted with the brand in roughly the last 6 months to a year). Then, that audience trickles down to L2.
- Level 2 retargets individuals who watched 25% of the videos showcased in L1.
- Level 3 goes after bottom of the funnel (BOF) traffic, retargeting any website visitors in the last 30 days that did not purchase.
At each level, we ran different offers across different ads, specific to each audience.
The Results
If we look at the general results since Solutions 8 started managing the account:
- Sales have increased by 22%
- Conversion rate has increased by 275%
- Total orders and AOV are both up
Most importantly, the number of first-time purchasers has increased by more than 50%.
Although spend actually increased from the previous time period, scale has maintained, which is a positive sign. Going forward, Solutions 8 will continue to optimize our paid advertising strategy for Aminah Abdul Jillil to ensure we meet and exceed the client’s revenue and growth goals in the future.
Bryan Caranto
