Rugbystuff is a retailer of team sports merchandise. As a small business selling to a niche audience, the brand is heavily dependent on a full-funnel strategy to keep its competitive advantage.
While a large part of its revenue comes from repeat purchasers, the store also relies on reaching new customers within the UK to fuel its growth.
Post iOS14, the store couldn’t get sales from BOF (bottom-of-funnel) ads that had worked really well in the past. Their ROAS (return on ad spend) plummeted to less than a fifth of what it was before iOS14.
Some of the problems that dogged their campaigns, especially in the first quarter of 2022 were:
Given the loss in data post iOS14, the worst effects of which have manifested in 2022, we recommended that the brand shift to a new campaign structure:
Working with many agencies and 100s of smaller accounts, Socioh’s team benefits from looking at a number of data points, with concrete examples of what is working and what isn’t. This means that though Socioh is a DIY tool, we are able to review accounts and offer recommendations that can help when requested.
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To maintain its results, the brand is updating its BOF DPA catalog creative regularly*. In addition, the brand is testing relevant image and video creatives through the funnel, while continuing to use Catalogs to give Facebook the maximum intent data it possibly can.
*Learn how to edit your catalog creatives without losing campaign optimizations with Socioh’s Branded Catalogs here.