Mindy’s Boutique Case Study
Mindy never ran ads before starting with us. She previously had a Brick and Mortar that was shut down to focus strictly online. She was seeing growth but after COVID hit, she knew a change was needed and that’s when she contacted us.
The month before starting ads revenue was August 2020 and she had $349,045.37 in sales. Here 3 Month Goal Prior to Starting Ads (Monthly Revenue) was $500,000 (that’s a pretty high 3-month goal just FYI) but our team is used to that sort of thing.
Starting Ads Budget: $250/ day
So now you know how it started, but how’s it going? We were able to achieve her three-month goal in the third full month of running campaigns in December 2020 at $512,505.77. We’re now spending 1K / Day on ads and had the highest month ever in a short Feb at $681,097.04. We’re on pace to easily hit 750K in March.
How is that possible?
After one month of testing audiences and creatives, we started to see a significant impact on growth via live video replays and intro videos where Mindy is on camera talking about herself and the boutique. In October, we increased monthly revenue to more than $450,000 (a $100,000 increase from August).
We’ve achieved 95% growth since starting in September and have seen consistent 10–15% returns month-over-month through these strategies. We’ve also introduced big events or ‘collection drops’ and sponsored messages that go directly to Facebook users to help scale even more.
In February, she sold $62,400.24 on her Facebook lives which includes only the people shopping on Facebook. This is an important distinction to make because she also has an extremely popular mobile shopping app, where the majority of her loyal shoppers view the same lives that are a blast on Facebook.
Last month, Mindy sold $589,185.9 in revenue on her mobile app alone. The ad strategies have continued to work well too as new user audiences average around a 5X while the replays to warm users who know Mindy can get as high as a 15X return. We then retarget these users with invitations to our VIP Facebook group (over 25K members) and we get that into the mobile shopping app that has 5X higher lifetime value for users and is a huge driver of repeat purchases. Another strategy we like to use is event campaigns for big drops and releases. we’ve been able to generate 30x returns consistently and some of our event campaigns have as high as a 150X return generated 26K in revenue off under $200 in ad spend.
Last month she spent just over 20K on ads alone $277,309.44 in revenue at a 13.86X
Mindy does most of the selling but she also has a team of sales girls that have different bodies and styles to help resonate with a wider audience. The real power Mindy has is her ability to connect with the audience, and her energy throughout the live is always high. Also, she is definitely the primary personality on the lives. Even if there are other girls in them, you’re a part of Mindy’s party.
Her boutique goes live on Facebook 1–3 times/day including weekends and not all lives are sales, Some are just hangout sessions, sneak peeks, behind the scenes at the warehouses, Q and A’S, make-up tutorials, and more. On her big Thursday night lives (the one fans know to tune into each week), her husband JR jumps on to add some comedy and even help sell a few things! This helps her community remain super authentic as they truly know Mindy. Her daily lives get anywhere from 500–2000 users on each live and then with replays they typically get into the 4–8K range. Each life generates hundreds of comments and shares as well which help the replays get the best costs possible when they are shown in ads.
The lives constantly feature new items and the other shoppers joining in creates a feeling of community but also social proof. If an item is selling fast, you want to buy it because if everyone else likes it, it must be cool! Users know Mindy’s story and her background. Each live starts off with a super warm welcome and generates lots of excitement. It feels like a friend is talking to you and as she welcomes new users, she introduces herself, talks a bit about what she will be showing, and gets people excited too, and then talks about her personal life and the team! Users comment back with where they are located, saying hi, complimenting her outfit, and sharing their online personal experiences. A true retail therapy experience in the times of covid.
People tune in for the new arrivals, spontaneous deals, good vibes, and community. Mindy does especially well with engaging her customers in her live shopping experiences. This connection builds excitement within the brand and brings in huge returns when promoting upcoming sales, events, and more. We have done as much as 100K in sales in one day by building hype around a huge live sale. With event campaigns, we’ve been able to generate 30x returns consistently and some of our event campaigns have as high as a 150X return generated 26K in revenue off under $200 in ad spend.
Case study recap:
Prior to Start: $349,045.37
Month 1: $387,526.86
Month 6: $1,076,069.80
Best to date: $1,141,537.14