Owlete Active Case Study

Owlete Active was founded in 2020 by Louisa, a Brisbane mum who aims to promote a positive body image and love of exercise through fun activewear with tasteful coverage. The Owlete website offers a range of tights, shorts, singlets, crops, bundles and accessories which are bound to put a smile on any young girl’s face.

Louisa and her husband had agreed upon a magical daily sales target which, once they were consistently hitting, would allow them to quit their full-time jobs and pursue Owlete wholly. She approached Springboard in June 2021 with the goal of scaling using Social Media and Google ads. She was looking for a trustworthy agency that was transparent about their work and campaign performance, and explained complicated digital marketing lingo in clear, simple terms. Essentially, we set out to grow the small brand into one which could support an entire family income for years to come.

The Strategy

Owlete had been running Google Ads for over a year but weren’t sure if they were performing. We assessed where spend was being wasted and introduced three new campaigns to focus on the highest performing keywords.

1. Brand Campaign

We gained control over brand keywords like ‘Owlete Active’ to increase brand awareness and stay top-of-mind.

2. Smart Shopping Campaign

We launched this campaign to promote unique product ads for different customers. To do this, Google pulls information from Owlete’s product feed to create ‘smart’ ads across different placements that will be the most effective.

3. Dynamic Search Ads

We ensured our ads were showing for relevant high-value keywords and all gaps in the keyword-based campaigns were filled. These use content from Owlete’s website to create ads that target specific audiences.

The Results

Comparing July and September, we increased revenue generated by Google Ads by 75%, with an average ROAS of 775%. This means for every $1 spent on ads, Owlete received $7.75 back in sales revenue. Let’s take a look at the key metrics:

• 75% increase in Revenue
• 77% increase in Transactions
• 33% increase in average Conversion Rate (CVR)
• 13% increase in Click-Through Rate (CTR)

The Strategy

Owlete Active had also been running Facebook Ads when they approached Springboard, but were unhappy with return on investment and unsure how to navigate changes due to Apple’s iOS14 update. We created two new campaigns to get Owlete in front of high-intent audiences and drive purchases across Facebook and Instagram.

1. Conversions Campaign

We targeted users interested in activewear related topics, such as dance and gymnastics, as well as users who ‘looked like’ previous purchases (by displaying similar behaviours and interests based on hundreds of signals).

2. Catalogue Sales Campaign

We retargeted users who had added products to their cart but not purchased. The dynamic ads display information directly from Owlete’s product catalogue to encourage users to complete the purchasing process.

The Results

During the same three months we saw excellent results on Facebook. We spent more to increase our revenue. Here are the key metrics:

• 50% increase in Revenue
• 53% increase in number of purchases