The client is a streetwear clothing brand based in Melbourne, Australia.
When we started working together, they were generating $30k / month. DimNiko.com very quickly scaled them from $30k to $120k / month…. $52k of this revenue came from ice cold traffic, who had no idea who the brand was before seeing our ads.
Now, if you run a clothing company or any kind of brand in a competitive market. Then you will know just how difficult it is to convert ice traffic into profit.
At least that’s what you thought up until now
The truth is however…
With “AV Sequencing“, it’s actually really simple.
Let me reveal how:
First, the marketing funnel was segmented into 3 stages like this:
Top of Funnel: Here we targeted ice cold traffic with a meme video the client had created.
These videos were entertaining, light hearted and fun. They appeal to the ideal client and drove tonnes of engagement.
We created lookalike and retargeting audiences from this first touch point.
Here’s a takeaway for your marketing:
Reframe your top of funnel content, so the purpose of it is NOT to SELL on the first touch point. Don’t try and sleep with the girl on the first date. Instead, by using humour we created virality and drove a truckload of engagement at ridiculously low prices. The result of this was an insanely low cost per view and massive audiences built at very little cost.
To make these meme videos more relevant, the people featured in the videos wore the brand’s clothes. To simultaneously introduce cold traffic to the company and the products they offer.
Now, nothing I’ve said so far is revolutionary
I know that.
But here’s what happened next…
Middle of Funnel: We built a custom audience of anyone who watched 75% of the first video.
At this point, video viewers who watched 75% of the first video and lookalike audiences were retargeted with a video that explained the concept of the brand.
This video was more serious revealed the brand story and inspired viewers to get involved with the company mission.
Using a specific video formula we’ve tested and proven after working in 34 different niches.
But here’s the really cool part where “AV Sequencing” comes into the campaign:
We got the same people from the meme video to be featured in the brand concept video.
On top of that they wore the EXACT same clothes to build familiarity and relevancy with the prospects that watched the meme video.
Here’s why this is important: Great marketing is about congruency.
Whether it’s having the same headline on an ad and a landing page. Or having a clothing company model wear the same clothes in different videos… Making your marketing a familiar customer experience is VITAL.
Using this concept, we helped the client create an Advanced Video Sequence with the same people wearing the same clothes from the brand.
Hence the term…”AV Sequencing“…
This allowed our client to build their like and trust factor with cold traffic… And, as you’re about to see generate an insane ROI from scaleable, ice cold traffic. Which, as you can imagine is the dream for every business owner.
Bottom of Funnel: Then, we made direct offers to video viewers
Lookalike & retargeting audiences that had viewed more than 75% of each video.
And, if you haven’t guessed it yet: we offered the same line of clothing as those featured in the first two videos.
Again, by now prospects were massively familiar with the clothing, the brand, and their savvy street style.
This is the simple funnel that allowed us to crush an insane 8.04x ROAS, from ice cold traffic.
After turning these leads into profit, we were able to further monetise them during launches and new product releases to increase lifetime value.
In total, these campaigns took the streetwear brand from $30k / mth to $120k / mth – FAST.
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