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ICONSWIM - FASHION

IconSwim

Iconswim's strategic move away from coupon codes saw a 38% rise in ROAS, revealing the potency of non-discounted campaigns for optimum Facebook/Instagram ad performance.

Iconswim's strategic move away from coupon codes saw a 38% rise in ROAS, revealing the potency of non-discounted campaigns for optimum Facebook/Instagram ad performance.

How Can Designers Prepare for the Future?

Iconswim, an e-commerce swimwear brand, aimed to explore the impact of coupon incentives on their Facebook/Instagram ad campaigns. The primary objective was to determine whether the use of coupon codes positively or negatively affected the overall Return on Ad Spend (ROAS).

Iconswim, an e-commerce swimwear brand, aimed to explore the impact of coupon incentives on their Facebook/Instagram ad campaigns. The primary objective was to determine whether the use of coupon codes positively or negatively affected the overall Return on Ad Spend (ROAS).

Iconswim, an e-commerce swimwear brand, aimed to explore the impact of coupon incentives on their Facebook/Instagram ad campaigns. The primary objective was to determine whether the use of coupon codes positively or negatively affected the overall Return on Ad Spend (ROAS).

Strategy

Working with Iconswim, implemented a split-test strategy using Dynamic Product Ad campaigns on Facebook. Two advertisements were created, each with a different description—one with a 30% off coupon code in the ad copy and the other without. All other ad variables remained constant. The goal was to compare the performance of the two campaigns within the target audience. 

Result

Created custom landing pages tailored to address specific health concerns: Digestive Wellness, Stress Management, Immune Support, and Weight Management. Crafted compelling content and visuals to educate visitors about the benefits of each health concern. To increase brand awareness, we used various marketing channels such as social media, advertising, and public relations. Also, leveraged influencer marketing to reach a wider audience. Implemented a content marketing strategy incorporating blog posts, infographics, and videos that further explain the science behind gut health. Leveraged user testimonials and success stories to build credibility and trust.

Created custom landing pages tailored to address specific health concerns: Digestive Wellness, Stress Management, Immune Support, and Weight Management. Crafted compelling content and visuals to educate visitors about the benefits of each health concern. To increase brand awareness, we used various marketing channels such as social media, advertising, and public relations. Also, leveraged influencer marketing to reach a wider audience. Implemented a content marketing strategy incorporating blog posts, infographics, and videos that further explain the science behind gut health. Leveraged user testimonials and success stories to build credibility and trust.

Numbers So Far

Campaign with NO Coupon Code

  • ROAS: 8.77

  • CPA: $3.22

  • CTR: 8.69%

Campaign WITH Coupon Code (30% off)

  • ROAS: 5.36

  • CPA: $4.88

  • CTR: 7.38%

Campaign with NO Coupon Code

  • ROAS: 8.77

  • CPA: $3.22

  • CTR: 8.69%

Campaign WITH Coupon Code
(30% off)

  • ROAS: 5.36

  • CPA: $4.88

  • CTR: 7.38%

As the results clearly show, the campaign with the 30% off coupon did not perform nearly as well as the campaign that had no coupon at all. The Click Through Rate is also surprisingly lower for the coupon campaign.


In fact, the difference in return on ad spend between the two campaigns is 38%, just about the size of the coupon code. The Cost Per Purchase was also 34% less with no coupon. The coupon was unnecessary and ultimately cost SwimWear Inc. a sizeable return.

For this brand, coupon codes were a detriment to their overall return and the decision was clear, no more coupon codes!

Kaya - Biotics
Kaya - Biotics
Kaya - Biotics

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CUBE Building, Road No 9, Alkapuri Township Road, Manikonda, Hyderabad, Telangana - 500089

Our Services

SEO

Performance Marketing

Social Media Marketing

Movie Marketing

Design & Development

Production & Syndication

PR & Media Buying

©2023 Hamvee Tec

Privacy Policy

Terms & Conditions

CUBE Building, Road No 9, Alkapuri Township Road, Manikonda, Hyderabad, Telangana - 500089

Our Services

SEO

Performance Marketing

Social Media Marketing

Movie Marketing

Design & Development

Production & Syndication

PR & Media Buying

©2023 Hamvee Tec

Privacy Policy

Terms & Conditions