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Growth – Culprit Underwear

Culprit Underwear’s Search For New Ad Strategies

16%

Increase in Blended ROAS

200%

Increase in Weekly Swim Unit Sales

61%

Increase in Revenue Year over Year

Culprit, an underwear brand known for its fun prints and sustainable manufacturing, came to Betterly in early 2022 looking for new ad strategies across Paid Social and Search.

Culprit’s swim launch in 2021 hadn’t performed as well as they’d hoped—but they were ready to turn that around with new & improved advertising strategies. Our Marketers set out to re-launch the new swimwear collection & grow revenue while maintaining a blended ROAS of 3.5.

Betterly put together a team featuring a paid social marketer, a paid search marketer and a graphic designer to create a winning content strategy that could be implemented across Facebook, Instagram, and Google.

Our team started by developing new content—including a top-performing GIF—before launching seasonal campaigns surrounding major shopping holidays.

To find the consistent growth that the brand was aiming for with their new swimwear category, the team tested concepts and made additional iterations of those that were working.

After only 3 months with the Betterly team, Culprit’s numbers were soaring—including a 200% growth in weekly swim unit sales. The client also saw a 62% increase in ad spend, 61% increase in revenue YoY, and a 16% improvement of blended ROAS.

16%

Increase in Blended ROAS

200%

Increase in Weekly Swim Unit Sales

61%

Increase in Revenue Year over Year

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