BONDI BORN
Process
In December 2020, I joined the Dash Activate team in their collaboration with BONDI BORN, a designer swimwear brand created by Dale McCarthy. Our goal was to establish a well-structured setup to showcase the extensive range of swimwear variations offered by BONDI BORN. I took on the responsibility of efficiently setting up campaigns using the assets provided by the BONDI BORN team.
Initial Assessment
Upon reviewing BONDI BORN's ad account, I quickly realized that the previous campaigns were set up incorrectly and needed to be better targeted towards the precise market.
Strategy Evaluation
Considering the vast range of swimwear models, we decided to categorize them into tiers and conducted A/B tests to identify the best sellers. After determining the top three performing ads, we prospectively targeted ten different broad interests, eventually narrowing it down to the top five interests that we stacked together. This approach allowed us to scale our efforts significantly while maintaining a ROAS (Return on Ad Spend) of 4+.
After a successful quarter in Australia, BONDI BORN expanded its operations to the United States!
Campaign Set-Up
Following our successful A/B tests in Australia, we moved forward to replicate our strategies in the US market, introducing BONDI BORN to the American audience.
Side Effects: As we rapidly scaled our campaigns, it directly impacted sales on platforms like Farfetch.
2021-2022: Ongoing Success
After the success of our first season, we repeated the cycle two more times, promoting three collections:
results
Improved ROAS and Best-Selling Model: Mackinley One Piece - Black
We successfully scaled our ad spend while maintaining a ROAS of 4. Our comprehensive approach and strategic optimizations significantly improved Bondi Born's sales on Shopify.
After managing this account for almost three years, I gained valuable insights into promoting luxury products, the importance of using a tiered approach, and tailoring testimonials to target audiences. In this case, when we targeted women aged 28-38, we achieved a remarkably high ROAS of 9! This allowed us to quadruple our ad spend while maintaining a ROAS of 4.
I am now convinced that BONDI BORN is the most elegant and sophisticated swimwear brand in the world.
