Client: A.L.C.
Services: Full-funnel digital marketing strategy, eCommerce auditing and optimization, data-driven audience targeting
Overview and Challenges:
A.L.C., a luxury fashion brand, had long relied on paid social as its primary driver of both revenue and new customers. However, as consumer behavior shifted and marketplace dynamics evolved, the brand’s previously successful strategy began to underperform.
To address this, January Digital identified an opportunity to modernize A.L.C.’s paid social approach by rethinking optimization tactics, refining targeting, and strengthening measurement. The goal was to unlock incremental revenue and scale performance by aligning media strategy with how customers were actually discovering and shopping the brand.
Goals:
- Drive incremental revenue through a re-optimized paid social strategy
- Grow qualified traffic and new customer acquisition
- Improve campaign efficiency through data-driven testing and measurement
Our Work:
January Digital launched a focused testing initiative aimed at improving how A.L.C. targeted and converted high-propensity audiences on paid social:
- Re-Engineered Paid Social Optimization Strategy
Shifted optimization points to focus on lower-funnel behaviors like “Add to Cart” instead of broader reach-based signals. This allowed platform algorithms to prioritize users more likely to convert. - Tested and Scaled Winning Audience Strategies
Implemented single-variant testing across social campaigns to determine the most effective audience composition. Expanded top-performing segments to drive performance at scale. - Unified Measurement Across Platforms
Built a custom dashboard integrating front-end media data with Google Analytics to provide a single source of truth, enabling faster insight generation and more precise optimization.
Results and Business Impact:
January Digital’s adaptive paid social strategy delivered measurable, scalable results for A.L.C., turning a period of volatility into a performance growth engine:
- +239% increase in paid social traffic
- +177% growth in last-click revenue from social
- +20% increase in new site users
- +31% increase in total site revenue
