Louenhide is a Brisbane born business which quickly became a favourite accessories brand to modern women of all ages and budgets. Louenhide’s designs are classic and easily recognisable, and its signature styles are coupled with a wide choice of colour palettes. Founded by two friends, Lou Kendall and Heidi Bailey, Louenhide’s range is designed with a love for complementing and enhancing the everyday woman’s lifestyle.
Louenhide’s designs can be spotted in more than 500 retailers throughout Australia and a further 500 international retailers throughout Canada, South Africa, New Zealand, UK and Europe. With a strong wholesale arm already established, the business partnered with Alpha Digital to expand its direct-to-consumer business and online presence in Australia through a paid search and social strategy. Setting out with a 7x ROAS, the goal was to acquire new customers quickly and efficiently.
COVID rapidly increased the rate of digital adoption in Australia in 2020. While there was an increase in online demand available for Louenhide, there was also an increase in competition from other established direct-to-consumer brands. Google Shopping and Facebook advertising costs spiked, and highly relevant messaging was the key to cutting through the noise. As Australia fell into a recession in the lead up to the holidays, there was a level of uncertainty surrounding demand during the peak season of eCommerce.
Alpha Digital and Louenhide collaborated and aligned closely to develop the right message to send to the right audience. Knowing that Louenhide’s historic sales had lifted during Australia’s last recession as luxury shoppers became more discerning, meant that we communicated the accessibility, versatility, and ease of the brand. Customer feedback and consumer trends were constantly reviewed, to find unique selling points, such as vegan leather, which had not previously been used in ad creative and copy.
Complementary, Australian-owned brands were also leveraged in Facebook’s interest-based targeting and audience lists were constantly refreshed with the latest purchasers. Google’s Shopping campaigns were also segmented to gain a granular view of the most profitable products to promote while cost-per-clicks were on the rise.
Increase in paid search and paid social revenue
Reduction in paid search and paid social cost per sale
Increase in paid search and paid social ROAS
All results above are year-on-year, comparing January 2020 – December 2020 to January 2019 to December 2019. The brand held an overall ROAS of 7+ throughout the year and experienced record sales over the Black Friday / Cyber Monday sales period. The growth created through paid search and paid social has enabled Louenhide to further invest in its online experience and customer loyalty initiatives, with a balanced focus on both customer acquisition and retention.
Collaborating with Alpha has connected us with a wider Louenhide audience and enabled us to better understand our customers' needs and style. They have helped us navigate rapid changes to consumer behaviour during COVID, while accurately allocating budget to converting channels, and finding opportunities to improve our brand presence. The Alpha Digital team are transparent and accountable; we can put our trust in them to deliver strong results from month to month and convey our brand identity seamlessly.