Founded in 2017, Dundas entered the fashion world in style with Beyoncé Knowles wearing a custom Dundas look at the Grammy Awards. Designer to the world’s biggest celebrities, Peter Dundas, founded the brand with the intention of designing clothing for woman to make them feel comfortable in their own skin, embrace their femininity, and feel powerful and confident.

As Dundas follows a non-season structure of timeless capsule collections, they came to us looking to increase their ROAS for Paid Search and Paid Social campaign’s, as well as help them reach new audiences and increase revenue.

We wanted to create a new strategy that could help Dundas increase their ROAS and company growth. Using our best practice methods from our Avenue approach, we started implementing the new strategy by:

Optimising Shopping Feeds and Switching to Performance Max

When we started working with Dundas it coincided with Google beginning the phasing out process from Smart
Shopping to Performance Max. This meant with most of the current campaigns Dundas were running they were performing at a negative ROAS whilst also driving low conversion volume. The first stage of the strategy involved going through the campaigns they were currently running and optimising them to meet Pmax standards.

The next stage included optimising the feed product titles to contain key product information whilst not being too
long. We also introduced a new campaign structure to target the US and UK whilst removing the unprofitable
campaigns that had existed before.

Improving Brand Search

We implemented a target impressions share bid strategy with a maximum CPC bid to help increase the campaign impression share whilst reducing costs.

Our new strategy helped quadruple ROAS figures and increase revenue by a factor of three in just 2 months. This helped Dundas boost their digital profile, acquire new customers and increase revenue.

In the first three months we worked with Dundas we helped them:

Increased monthly revenue by 286%
Increased conversion rates by 678%
Decreased cost per sale by 65%
Increased ROAS by 344%