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The Line by K
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The Line by K, founded by Karla Deras, originated from the need to share beautifully elevated yet simple essential pieces to women. Launched in spring 2015, it has been a voice of self-love, providing high-quality pieces for any occasion without sacrificing comfort. The brand's goal is to create a collection of non-basic basics, crafted to accentuate the female figure and make women feel unapologetically strong and sexy. The Line by K is ethically made in Los Angeles.
— Paid Media— Financial Projections & Analytics
The Situation
Despite the brand's organic success and amassing a devoted organic follower base on Instagram, The Line by K struggled with inconsistent sales due to poor paid marketing efforts and lack of planning. While the brand did have consistent revenue from passionate past customers, it lacked consistent and predictable new customer acquisition, which limited its growth potential.
Achieving Consistent Growth through Predictable and Profitable Performance Marketing
Working with a VEICOLO, The Line by K aimed to improve the predictability of the business. The goal was to reduce the volatility of sales, increase the acquisition of new customers, and understand what scale meant for the business.
Revenue
304% MoM
ROAS
8X+
New Customer Cohort Revenue
250%+
How We Did It—
Phase 1: Testing the Impact of Introducing Meta Ads
The Line by K realized the potential of Meta ads as a tool to improve its marketing strategy. By introducing these ads into its marketing mix, the brand was able to understand their impact on customer acquisition costs based on current LTV. This understanding allowed the brand to project sales volumes and plan inventory levels that could handle the scale we aimed for.
Phase 2: Understanding Creative Formats that Drove the Most Impact
The Line by K utilized a creative testing framework to identify the ad content that resonated the most with customers. Through this process, the brand understood that for many apparel brands, there are key products that drive the primary interest of customers. By identifying these hero products and product categories that customers resonated with, we were able to expand upon them, leading to higher revenue levels without losing efficiency.
Phase 3: Scaling to the Optimal Level and Projecting for Further Growth
After identifying a Meta Ads strategy that could efficiently sustain a reasonable performance volume, The Line by K capitalized on what was working by allocating more budget to successful tactics. The success of The Line by K came from understanding the operational implications of growth and managing their business at the optimal volume without sacrificing efficiency and team productivity.
Results
The Line by K was able to overcome its challenges and achieve consistent growth. By working with VEICOLO, the brand was able to maintain profitability while drivig efficient customer acquisition costs, and increase its new customer revenue significantly. This has set the brand on a path of continued growth and expansion as it continues to explore new collections and driving revenue from loyal customers.
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