ADVI-Media
Brand Overview
Reviving ROAS: The Strategy That Brought HOCK Back to Profitability
HOCK, a women’s footwear brand specializing in block heels, mules, flats, and more, dominated the market in 2022 and 2023 with a well-structured digital advertising strategy. Unlike trend-driven competitors, HOCK’s approach focused on timeless styles that continuously outperformed seasonal designs.
Between 2022 and 2023, the brand we were achieving remarkable success, maintaining a high ROAS (Return on Ad Spend) and consistently generating 100+ daily orders. However, 2024 marked a strategic shift as the brand set an ambitious goal for us: scaling up to 300-400 daily orders. This necessitated a fundamental change in marketing strategy, particularly as the competitive landscape became increasingly saturated.
"When our sales started dropping, we thought it was just market saturation. ADVI-MEDIA dug deep and found the real issues—our best sellers were getting overexposed, new arrivals weren’t getting enough visibility, and competitors were undercutting us. They fixed everything, from our ad strategy to pricing, and within a few months, we were back to scaling. Honestly, they didn’t just improve our ads; they helped us rethink our entire approach. Couldn’t have done it without them!"
The Challenges
Market Shifts & Competitive Disruptions
As new entrants began penetrating the market with aggressive pricing models and high marketing spend, HOCK faced a declining ROAS and reduced market share. Several factors contributed to this challenge:
Competitive Price Wars & Market Saturation
HOCK’s best-selling designs
Emerging brands copied HOCK’s best-selling designs and introduced them at lower price points, aggressively targeting HOCK’s audience.
new arrivals at premium pricing
Competitors positioned new arrivals at premium pricing while offering best-sellers at discount rates, creating a psychological advantage in consumer decision-making.
Catalog Ads & Ad Fatigue
Before market saturation
Before market saturation, catalog ads were HOCK’s most profitable format, generating high CTRs and conversions with low creative fatigue compared to static images and videos.
prioritizes best-sellers
However, due to how Meta’s machine learning prioritizes best-sellers, returning customers repeatedly saw the same designs, causing ad fatigue and declining engagement.
sufficient visibility
New arrivals weren’t receiving sufficient visibility, leading to a stagnant perception of the brand’s collection.
Suboptimal Website Experience
exploring diverse styles
The website listed multiple color variants of the same design as separate products, preventing customers from exploring diverse styles and limiting the browsing experience.
repeat visitors didn’t perceive
As a result, new arrivals struggled to gain traction, and repeat visitors didn’t perceive any significant refresh in inventory.
Consumer Insights & Psychological Triggers
Competitor Benchmarking
We studied key competitors to spot trends, strengths, and areas where we can stand out.
Customer Surveys
Surveys and user data revealed what customers value, helping us tailor strategies to their needs.
Website Heatmaps & Click Tracking
Surveys and user data revealed what customers value, helping us tailor strategies to their needs.Tracking clicks and user movement showed us what’s working and where improvements are needed.
Our Strategic Pivot & Tactical Execution
Price Optimization & Offer Restructuring
Redefined price tiers
Redefined price tiers to align with market expectations without compromising margins
Removed all-inclusive perks
Removed all-inclusive perks (e.g., free delivery, free exchange, free returns, free delivery & extended warranties) and introduced them as upsells at checkout
AOV growth
Established a minimum order threshold for free shipping to drive AOV (Average Order Value) growth
Content & Campaign Restructuring
catalog campaigns
Maintained catalog campaigns for scaling while supplementing them with low-cost campaigns featuring carousel and single-product creatives
resher product visibility
Repositioned new arrivals as a priority within ad structures, ensuring fresher product visibility
AI-powered creative generation
Used AI-powered creative generation (Photoroom AI) to transform white-background product images into lifestyle visuals, restoring engagement without additional photoshoots
Reinforcing emotional resonance
Shifted from static white-background imagery to immersive lifestyle visuals, reinforcing emotional resonance
Continuous Product Freshness & Inventory Strategy
novelty & engagement
10 new arrivals launched per month to maintain novelty & engagement
refresh product visibility
Best-performing new arrivals integrated into catalog campaigns to refresh product visibility
optimizing inventory turnover
Stock clearance through strategic sale events, optimizing inventory turnover
Content That Sells, Not Just Looks Good
educational UGC ads
Introducing educational UGC ads—explaining the benefits of fitted sheets, material quality, and comfort.
Why Choose Us?
Using "Why Choose Us?" storytelling ads to highlight how their products were different from cheap alternatives.
product page visuals
Improving product page visuals, adding more real-life customer testimonials and lifestyle shots.
The Results: A 475% Growth in Monthly Sales
475% increase in monthly revenue
475% increase in monthly revenue through optimized ads and influencer strategy.
Higher ROAS
Higher ROAS, meaning ad spend was finally yielding a high return.
Stronger brand presence
Stronger brand presence due to a clear, engaging content strategy.
More repeat purchases
More repeat purchases thanks to upsells, bundles, and optimized checkout.
Let us handle the heavy lifting
ADVI-Media
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