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Crime london
Crime London is a contemporary sneakers brand
Crime London is a dynamic footwear brand, established in 2012 by young entrepreneurs, Lisa and Jessica Kistermann. The twinning duo have been working on creating fashion forward concepts since a young age. During their studies in London the sisters realized that there weren’t many premium high quality sneakers for a reasonable price. Recognising both a challenge and an opportunity – Crime London was born. A sneaker that would bridge the gap between street-wear and high-end fashion. Growing its wholesale distribution into more than 1,000 international stockists (including Luisa Via Roma, Farfetch and Galleries La Fayette) and trending upwards with a sell-through rate of 85% in just a short amount of years; leads them in selling more than 120,000
pairs per season.
Key results
180%
Increase in monthly sales
180k+
New subscribers on IG & FB
4.7x
ROAS
4.7
ROAS
Working with Voltn for almost two years led to dramatic increases in online sales and community engagement for our young brand. Their target audience development was really key in boosting our sales 180%. We highly recommend working with them!
The opportunity
The Crime London team needed an expert in the digital marketing space to partner with in order to grow their online presence and sales. Their goal was to strengthen awareness within the sneakers community in select countries and reach specific CAC goals (Cost to Acquire Customer). They experienced very rapid growth with a highly engaged audience but needed to continue to bring operational efficiency, growth, and marketing leadership to a drastically evolving space and increasingly more competitive market segment. As a seasoned brand, the Crime London leadership team knew that an innovative, agile, targeted campaign would be crucial to getting the results they needed.
The strategy
Before Voltn took over budget optimization, retargeting campaigns were only focused on cart abandonments. Their need of the company was to scale beyond this limited audience while keeping a positive return on ad spend (ROAS).
We used our expertise to map the behaviors that were most correlated to conversions on Crime London's site. We segmented the pool of ‘cart abandonment’ users in the last 30 days in three different cohorts based on their mapping to these patterns
Finally, we created custom audiences from the likely conversion group to expand the volume of lead generation.
Activities
- Social Media Management
- Newsletter management
- Paid promotion (FB & IG)
- Strategy
The success
We have guided the company to annual sales of €16 million for the year of 2020 by emphasizing international expansion particularly online where it generated a plus 45% compared to the previous years. Overall, we were able to boost sales by 180% and increase the quality of audiences for future sale and awareness campaigns.
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75%
Increase in monthly sales
10k+
New subscribers on IG
3.5x
ROAS
