Background: The French Connection
Le Slip Français manufactures underwear, apparel, and accessories for men and women that are made in France and primarily distributed online. Le Slip Français gained national and international acclaim for savvy marketing touting their French roots on social media.
When it came time to develop a plan for the competitive holiday season, Le Slip Français knew a cross-channel strategy on Google and Facebook would be key to their success. Marin Social was a natural fit because both companies have advertising experts located in Paris.
Challenge: Connecting Channels and Managing Campaigns at Scale
Le Slip Français found the workflow in publisher campaign management tools daunting and time-consuming. With hundreds of creatives targeting over 30 unique audience segments, they needed software to automate tedious campaign management tasks. Additionally, they wanted to reach fresh new audiences to drive growth as conversion volume was beginning to plateau—a significant concern for a growth company scaling their business.
“In addition to Marin’s powerful cross-channel advertising solutions, our Marin customer success team has been integral in helping us integrate our social and search channels to identify new audiences and maximize campaign effectiveness. As a direct result, this has allowed us to efficiently scale our campaigns while significantly increasing our advertising budgets across both paid search and social. Marin’s unique features help us to optimize daily tasks, ensuring all activity is aligned with branding, retargeting, and retention campaigns.”
– Roxane Gallenne / Marketing Director / Le Slip Français
Solution: Enhancing Performance on Facebook with Marin Search Intent
The team implemented a full-funnel strategy with budget tailored by objective: awareness in October, engagement in November, and conversion in December. To get the most out of their search and social advertising spend, Marin’s customer success team leveraged our close working relationship with Facebook to ensure Le Slip Français made substantial gains in overall campaign performance. Le Slip Français’s adoption of Marin Search Intent drove such favorable outcomes, unifying their customers’ cross-channel path to purchase.
Thanks to Marin Search Intent, Le Slip Français reached in-market audiences across each stage of the funnel, powered by signals from search queries to automatically deploy prospecting and retargeting audiences on Facebook. With so many audiences in rotation, Le Slip Français found success using Marin Budget Allocation to algorithmically award spend to top-performing creative and audience combinations. This decreased CPA by 48%.
Year Over Year Results
- 74% increase in investment
- 67% increase in conversion volume on Facebook
- 241% increase in conversion volume on Google
- 1.6x increase in ROI overall