St Frock

Success Story

Learning about the Facebook possibilities

The clothing brand learned how to leverage its existing fan base more effectively with the Start to Success program, which helped it maximize its ad spend and boost sales turnover by $480,000 in one year.
  • 100% of revenue from its total advertising spend came from Facebook
  • AUD$480,000 increase in the monthly turnover in less than one year
  • 10X return on ad spend when it used Custom Audiences

Their Story

Fashionable frocks

St Frock is an online Australian clothing brand for fashion-forward Australian women 18–35. Before enrolling in Start to Success, the brand had around 20,000 Facebook fans and earned around $20,000 a month.

Their Goal

Becoming Facebook pros

By taking part in Start to Success, St Frock wanted to get more out of Facebook’s ecommerce products, drive conversions and sales on its website, engage more deeply with its audience, and target the right people more effectively.
We’ve seen a huge surge in our sales turnover and a much better return on our investment since enrolling in the Start to Success program. Now that we understand how to use Facebook’s products more effectively, we're excited about how we can grow our business in the future.
Sandradee Makejev, The Big Boss, St Frock

Their Solution

Addressing the right audience

Facebook helped guide St Frock towards the right products for its needs during the Start to Success program. First, the brand hired a dedicated marketing manager tasked with improving the quality of St Frock’s Facebook content. The company invested in professional photography to create the kind of imagery that would appeal to its target audience.
St Frock boosted certain posts to ensure as many people as possible saw them. It also ran link ads in both mobile and desktop News Feed.
St Frock used Custom Audiences to encourage existing customers to visit its website. To attract new customers, the brand used lookalike audiences to reach more people with interests and demographics similar to its existing Facebook fans.
Conversion tracking helped the brand track the number of people who made purchases from the St Frock website after clicking its Facebook Ads. The campaign ran from February 13, 2013 to January 13, 2014.

Products used

Goals

Their Success

Better returns

By the end of the Start to Success program, St Frock had a better understanding of how to use Facebook effectively and get the most from its investment.
The 11-month campaign achieved the following results:
  • 100% of revenue from its total advertising spend came from Facebook
  • AUD$480,000 increase in the monthly turnover in less than one year
  • 10X return on ad spend when Custom Audiences was used
  • 6X increase in the number of Facebook fans