Case study: Fashion accessory co The Fifth and AdRoll

By AdNews | 7 September 2015

The Fifth Watches, a Melbourne based fashion accessory company, has a somewhat different sales model: its products are only available for purchase on the fifth of each month for a limited five days only (or while stocks last).

The Fifth takes its inspiration from the infamously fashionable Fifth Avenue, New York. In an ambition to create a holistic approach towards innovation and design The Fifth aims to involve designers locally and abroad and have already managed to establish itself as a highly esteemed yet exciting young brand.

The Challenge

Despite successfully selling out of the high-fashion watches within two days, The Fifth wanted to find a way to stay connected with its existing and potential customers to maintain interest while sales were inactive.

The Fifth decided to partner with AdRoll to run a range of retargeting campaigns across the web, mobile and Facebook to stay top-of-mind among their community of customers, where they spend their time.

The Fifth Watches director and founder Alex McBride said: “Keeping front of mind with customers is essential to our business."

“The Fifth’s unique model means that customers have up to 26 days of the month without any engagement. We partnered with AdRoll to ensure that The Fifth is kept in mind all month long.”

The Solution

AdRoll’s retargeting allows The Fifth to communicate with fashion forward potential customers that have already shown interest in the brand by spending time on their website. The audience segmentation allows tailored messages to go to those customers who have already converted or those that showed a high level of interest by spending time looking at a particular product.

AdRoll has also allowed The Fifth to keep up with on-the-go customers via their mobile devices.

“We can reach customers wherever they spend their time online, which is hugely important to any e-commerce business," McBride said.

"The personal and direct nature of AdRoll’s retargeting service means we can reach those premium customers that have shown intent, wherever they may be, for a fantastic CPA of $1.66."

The Fifth was able to launch mobile campaigns with ease, while maintaining the integrity of their brand. Alex said, “By creating mobile specific ads with the help of the AdRoll creative team, we ensured that The Fifth experience was consistent and seamless across all devices.”

The Results:

Since implementation, retargeting through AdRoll has become the highest performing channel in the The Fifth’s digital mix.

“The results speak for themselves," McBride said.

"We’ve seen an ROI of 10.5X and see roughly over 2000 conversions per month. You can’t argue with that."

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