Paid social performance got severely hurt by iOS14 update mid 2021 with negative ROAS and CPAs 3x to 9x higher what they were pre-iOS14
Structured the ad account for consistent ad creative testing and winners scaling following post iOS14 best practices.
Tested systematically in collaboration with the Ciate London team a large range of ad creatives (brand and UGC assets, PR creatives and partnership ads) as well as enhanced product pages and listicles.
Identified the best-selling SKUs to scale with paid social the acquisition of first-time customers at the most efficient cost.
Worked alongside the Ciate London team to optimize their AOV for higher ROAS.
Helped calculate a ROAS target per SKU and established a marketing P&L for a better media spend planning and contribution margin tracking.