Background & Objective
Founded in 2017, CUUP is an intimate apparel brand focused on providing essential and innovative fashion products for women. In a recent Glossy interview, co-founder and CMO, Abby Morgan shared that the team was working to unify the company’s marketing across platforms, while making each audience feel catered to in a unique way. This meant investing in the data and analytics that are needed to figure out exactly how the brand’s audience differs from platform to platform, and what approaches will be most effective.
“We spend a lot of time looking at the audience per channel and who we’re speaking to. To do marketing well, you need to not just follow your audience and the trends they’re already on board with, but you also need to lead them and create the trends that they’ll latch onto. And you can’t do that without understanding them first. We have to be able to market to both a 17-year-old and a 60-year-old, and understanding the demographic data helps us do that.”
Building on an established presence in the search and social space, the CUUP Team aimed to explore and expand into OTT and programmatic display advertising—two channels they had previously never invested in—to boost ecommerce sales, drive traffic to their website, and ultimately lead visitors to complete cart checkouts.
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Date
June 1, 2021
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Client Name
Cuup
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ROAS
306%
Solution
In July of 2020, CUUP began their partnership with Digital Remedy by running a three-month national display retargeting test campaign against an initial budget of $30k. The test was so successful at driving action that the team increased their total budget threefold, adding OTT into their strategy to complement their display retargeting. Flip, the OTT attribution platform from Digital Remedy, allows brands to connect OTT ad impressions directly to ecommerce sales. By incorporating this new media channel and customized reporting into their marketing strategy, CUUP saw their ecommerce revenue grow steadily month over month. As a result, they continued to increase
their investment, upping their OTT spend to $100k and display spend to $40k per month.
With Flip, CUUP was able to leverage unique audience segments to implement precise targeting, ensuring they delivered their message within an engaging environment to effectively connect with their target consumers: savvy, fashion-focused female shoppers. Through four months of increased momentum, the campaign was over performing so well compared to other media initiatives, that the budget was increased once again to $140k for January and February of 2021.
