Radical YesIncreasing Growth Potential
Imparting social media experience to the Flat Shoe Liberators
Radical Yes is a fashion footwear brand born from the belief that “a flat shoe can be both elegant and a bold statement.” An idea they now call the ‘Flat Shoe Liberation’, Radical Yes, is for creative, modern women who lead active lifestyles. What started with a range of flat shoes that are equal parts comfortable and stylish has expanded into a full accessories product range, which now includes bags and sunglasses.
In 2018, only five years after the company’s launch, Radical Yes made the difficult decision to switch manufacturers to maintain their small footprint production. With business growing steadily, Radical Yes desired to better understand digital advertising from an agency with a pedigree for delivering on Google advertising campaigns.
Seeking to propel its bold and independent designs - the backbone of its loyal following - to new customers, Radical Yes approached Yoghurt in 2020, intending to increase its growth potential by expanding its online footprint and sales.
Yoghurt began with an audit of the existing Radical Yes account, gaining insights from keyword research for a complete restructure. This digital overhaul gave Yoghurt the necessary foundations to improve efficiency, brand relevance and market reach.
Before coming on board, the Radical Yes account was grouped into large campaigns, leaving little room for deeper analysis and optimisation of individual audiences, keywords and ads. By breaking down campaigns at a granular level, Yoghurt maximised insights to ensure ads aligned with the most relevant audiences, with engaging copy that directs users to the appropriate landing pages.
To ensure suitable creative reached the correct audiences, Yoghurt experimented with A/B testing for creative formats helping gain valuable insights into consumer behaviour, resulting in improved click-through rates, increased ad engagement and reduced CPA across the account.
While the sales approach positioned bottom-of-funnel search and shopping campaigns as the bread-and-butter for sales, growing the Radical Yes brand and audience size. Yoghurt maintained a focus on top-of-the-funnel activity, introducing new customers to the brand and expanding the brand's audience pools through Facebook Advertising, YouTube, Display and Generic search.
Our first six months of engagement with Radical Yes in 2020 saw the brand increase sitewide revenue by 87% compared to the prior 6 months.
Over the next two years, Yoghurt worked closely with Radical Yes to optimise, improve and scale online sales through SEM and Social channels to increase online revenue across our owned channels by 178% (when compared to our first six months of engagement). We found particular success with Google advertising, with a 215% transaction growth increase and revenue growth of 228%, about twice the site's average revenue growth rate over the same period.
Through Radical Yes’s loyal fanbase, unique design and excellent return on digital investment (569% average Google ROAS since 2020), Radical Yes has continued to grow into a flourishing fashion brand with continuous YoY growth.
Results calculated over two 6-month periods: May 1st 2020 - October 31st 2020 | May 1st 2022 - October 31st 2022.
Yoghurt Digital has been an integral part of our team in not only helping us grow our business but also helping us better understand the landscape of paid digital marketing. Always a pleasure to work with, the team at Yoghurt are always quick, receptive and easy to collaborate with, and most of all - helped us achieve some great and consistent results.