Social Media & Paid Search Growth Campaign

Client

Matilda Jane Clothing —

what we did

Data Analysis, Digital Marketing Portfolio, Marketing Campaigns, Marketing Portfolio, Social Media Campaign Case Study, Social Media Portfolio

Overview

Matilda Jane Clothing , a national women’s and children’s boutique brand, hired me to improve awareness, recruitment, and conversions for their Trunk Keeper program—a hybrid ambassador/entrepreneur role targeting everyday women seeking flexible income and low-barrier entrepreneurship

Matilda Jane Clothing hired me to increase digital sales and drive qualified traffic during a seasonal product push. The brand was heavily dependent on trunk-keeper sales and needed a fast, high-ROI social strategy that could reach modern shoppers, test new audiences, and validate digital advertising as a scalable revenue channel.

I developed a multi-ad Facebook + Instagram campaign using Shopify data, lookalike audiences, competitive targeting (Lularoe segment), and conversion-optimized delivery.
All performance metrics below are validated from Matilda Jane’s internal reporting.

The goal:
Increase trunk keeper applications and revenue through Facebook, Instagram, and Google Search.

🧩 Strategy

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Audience Development

Using Shopify site behavior and competitor segmentation:

Shopify Lookalike Audience
Lularoe interest-based audiences (traffic + conversion)
Custom demographic segmentation: women 25–45, tiered by engagement response rates.
Creative + Placement Testing
Ads were optimized across:
- Facebook Feed
- Instagram Feed
- Facebook Audience Network
- Facebook Messenger
This allowed performance and relevance scoring to guide real-time optimization.
Website Traffic + Conversion Tracking
I analyzed referral data from Facebook, Instagram, and Messenger traffic to measure:
- Sessions
- Repeat visits
- First-time purchasers
- Cart behavior

Discover more

Objectives & Results

Grow revenue and purchases from paid social
Drive qualified leads for Trunk Keeper enrollment
Increase unique purchasers
Reduce acquisition costs through optimized ad structure
Test paid search against high-intent queries (boutique startup, trunk keeper, fashion business)

What I Delivered

1. Facebook + Instagram Ads Management

Campaign launched with dynamic creative and behavior-based targeting
Retargeted engaged audiences and website visitors
Developed ad copy themes focused on entrepreneurship, flexibility, and income potential
Aligned messaging with brand core value: “Be in control of your success.”

2. Google Search Strategy

Matilda Jane Google Ad Strategy

Built a multi-tiered keyword architecture including:

Boutique Startup
Matilda Jane Trunk Keeper
Clothing Boutique Business
How to Start a Boutique

Each ad group had 2–3 optimized variants to improve Quality Score.

📊 Paid Search Forecasts & ROAS

Matilda Jane Google Ad Strategy

Scenario 1 — 4% Conversion Rate, $300 Downpayment

Estimated Clicks: 1,423
Estimated Impressions: 17,590
Estimated CTR: 8.1%
Estimated Conversions: 57
Conversion Value: $17,000
ROAS: 7.7×

Scenario 2 — 2% Conversion Rate, $2,500 Downpayment

Estimated Conversions: 28
Conversion Value: $71,000
ROAS: 32×

These projections validated the high-intent search demand for:

“How to start a boutique”
“Matilda Jane trunk keeper salary”
“Matilda Jane clothing business”

📈 RESULTS (4-Day Revenue Cycle)

📍 Data from my dashboard screenshot

Social Revenue Performance

Total Revenue: $4,030
Total Purchases: 34
Unique Purchasers: 27
Revenue per Paying User: $138.93
Avg. Revenue per Purchase: $110.32

Growth (vs previous 4-day period)

Revenue ↑ 401%
Total Purchases ↑ 162%
Unique Purchasers ↑ 146%
Revenue per Paying User ↑ 90%
ARP (Avg. Revenue per Purchase) ↑ 78%

This indicates:

Strong creative-market fit
High relevance
Improved targeting efficiency
Increased profitability in a very short window

🧠 Strategic Insights

What worked:

Positioning entrepreneurship as flexible, family-friendly income
Messaging supporting autonomy: “Be your own boss”
Visuals leveraging lifestyle and community feel
Multi-step funnel retargeting
Paid search capturing high-intent motivations like starting a boutique or at-home business

What transformed revenue:

Weekly optimization: audiences, placements, budgets
Bid adjustments for mobile (highest CTR)
Dynamic creative — allowed Facebook to auto-optimize best-performing assets