About the Brand
Kenneth Cole is an American designer, social activist and visionary who believes business and philanthropy are interdependent. His global company, Kenneth Cole Productions, creates modern, versatile and functional clothing, shoes, and accessories that make daily dressing effortless. For over 35 years, Kenneth Cole has leveraged his passion and unique brand platform, seeking to make a meaningful impact on people’s wardrobes, as well as communities in need.
Kenneth Cole wanted to determine the value of incremental conversions that each paid media channel was generating. Specifically, they wanted to focus on their paid social, paid search and display programs.
To start, the Blue Moon Digital team created test and control segments for each channel to determine the revenue impact per channel.
For paid social, the audiences were split with a 10% hold-out group (the control group). For paid search, the audiences were split 50/50 for a two-week period. For display, the test and control groups were determined by device ID with a one-week cleansing period to clear any influence of display ads from the control group.
INCREASE IN DISPLAY REVENUE
INCREASE IN PAID SOCIAL CONVERSIONS
ORGANIC SEARCH REVENUE LIFT
Paid social saw a 68% conversion lift and for every dollar spent on Facebook, with a 4.7x return of conversions.
The paid search test led to a 30% Organic search revenue lift after comparing the groups’ performance, however it was determined that organic traffic missed 70% of the sales left on the table from the removal of PPC support.
Display saw a 14.75% lift in revenue from the testing group, solidifying the value of their display audience.
Kenneth Cole now understands the value each channel brings to their marketing mix and can determine new optimization goals for each program.