Google Meta Sebastian Cruz Couture Leveraged Meta and Google to Grow Their Business by 120% Following the Pandemic. 120% Increase in Revenue YoY 2.6X ROAS $310 CPA ($900 AOV) The Overview Sebastian Cruz Couture, the eponymous line behind some of menswear’s boldest dinner jackets, shirting, and more, came to MuteSix looking to boost revenue across Paid Social and Paid Search, leveraging myriad best practices to optimize the customer journey for omnichannel, full-funnel success. The Strategy Looking to boost revenue, MuteSix stepped in to strengthen the couture line’s full-funnel strategy, with a focus on maintaining acquisition spend, while driving a steady stream of high-intent new customers down the funnel. This approach was a departure from that of their former agency, which catered purely to remarketing and retention. Optimizing the Shopping Experience via Compelling Creative and Promotional Offers, as Well as Nurturing Strategies Across Meta To start, MuteSix relied on bold static images and dramatic product videos, paired with steep promotional offers. With creative showcasing the luxe detailing of statement pieces, as well as offers making them more affordable, MuteSix struck the perfect balance between attracting and converting new shoppers–boosting CTRs, engagement, conversions, and AOV, as a result. Another tactic MuteSix leveraged was humanizing the expensive brand via emotionally charged Founder’s Story-format ads across Meta, as well as direct 1:1 communication via Email and SMS. By nurturing an emotional connection with shoppers, Sebastian Cruz Couture turned what could be viewed as an intimidating shopping experience into a friendly one–a strategic fit for a high-price-point custom suit brand requiring a considerably longer consideration phase. Given the loss of Meta’s 28-day click / 1-day view attribution window, MuteSix justified increases in spend based on an efficient cost to ATC ratio. They then relied on Google and Email to convert high-intent on-site customers more efficiently than they could across Meta. Driving Full-Funnel Success by Testing New Upper-Funnel Audiences on YouTube, Optimizing Shopping Campaigns for Conversions, and More Across Google Before working with MuteSix, the brand’s strategy was over-reliant on brand search, driving little success on acquisition campaigns. By opting for a high-AOV strategy specifically focused on the brand’s jackets, the MuteSix Paid Search team was able to strengthen the brand’s acquisition funnel, ultimately paving the path to bottom-funnel success and enabling them to meet their 2-3X ROAS goal, while scaling budget MoM. The first strategy implemented across Google included the testing of new upper- and middle-funnel custom audiences on YouTube, which included custom intent keyword and URL audiences based on competitor and non-brand jacket terms. The result was increased brand awareness, as well as the birth of a winning middle-funnel acquisition YouTube strategy that would go on to perform remarkably well during Black Friday / Cyber Monday 2021. The team also achieved success by scaling the couture line’s existing Shopping program, which included the introduction of ATCs into the campaign-level conversion optimization. This enabled the campaign to eventually optimize for purchases through conversion modeling. Finally, MuteSix drove revenue-generating growth for Sebastian Cruz Couture by building a strong bottom-funnel remarketing campaign across YouTube, Search, and Display, which ultimately helped close many purchasing loops for Paid Social. The Success MuteSix’s Meta and Google strategies proved robust and air tight enough to combat iOS 14 tracking and pandemic spending headwinds, ultimately driving tremendous holistic success for Sebastian Cruz Couture in just 12 months, including: 120% Increase in Revenue YoY 2.6X ROAS $310 CPA ($900 AOV) Back View Next Case Study