ATTN Case Study: Blackcraft Cult? Quickly Acquires New Customers And Achieves 30% YoY Revenue Growth

Founded in 2012 out of an attic in Southern California, Blackcraft Cult has grown to become the preeminent online retailer of gothic apparel & accessories. Guided by the ethos of kindness, gratitude, and positivity, Blackcraft Cult created a culture through which people could celebrate self-empowerment & self-expression.

Blackcraft Cult had not, prior to partnering with ATTN Agency, delved into the world of online advertising, having built their highly successful brand through largely organic means.

Project Scope

Blackcraft Cult partnered with ATTN Agency in November 2019 to manage its Google, Facebook and Instagram paid advertising, along with their email marketing. ATTN Agency was tasked with putting together a comprehensive marketing strategy focusing on two core objectives: acquire new customers as fast as possible and maximize return on ad spend.

Goal 1: Focus on New Customer Acquisition

To focus on new customers, ATTN activated new audience definitions to isolate pre-purchasers from past converters. ATTN also leveraged Blackcraft Cult’s organic traffic following and existing email marketing lists to create similar audiences and lookalike audiences that could be leaned into as high-probability prospects. These lists also allowed ATTN to create pure prospecting campaigns across each campaign type, focusing paid media efforts on acquiring new customers for the brand to build a relationship with.ATTN also created additional retargeting audiences to remarket to site visitors who had not yet converted. ATTN's prospecting strategy allowed for Blackcraft Cult to achieve an ambitious cost per new customer acquisition of $13.51, which resulted in 30% year over year revenue growth for Q4.

Goal 2: Maximize Return on Ad Spend

Prior to partnering with ATTN Agency, Blackcraft Cult’s performance in marketing efforts was limited to organic growth through social media exposure and email marketing. To achieve Blackcraft Cult's newfound marketing goals, ATTN Agency:

• Created layered combinations of both lookalike audience and interest targeting in order to foster new relationships between potential customers and the brand
• Created dynamic retargeting campaigns - showcasing both products viewed by potential customers alongside recommended products - to get in front of the new prospects being brought into the brand’s ether with the focus of securing the conversion, which resulted in a 9.24x ROAS
• Connected Blackcraft Cult’s 6,000 SKUs to ATTN Agency’s proprietary product data manipulation software to ensure that important descriptors & images were included in Product Listing Ads (PLAs)

Key Methodologies:

ATTN Agency implemented layered lookalike audiences to expand reach while focusing on high-intent audiences; leveraged data feed software to understand which products were and were not performing in different campaigns allowing for feed manipulation; progressively switched all campaigns to CBO; and incorporated Facebook's "Power Five" rule into all campaigns. The implementation of these strategies allowed ATTN Agency to build highly effective prospecting and remarketing campaigns to capture ready-to-purchase audiences and maximize return on ad spend.

About ATTN Agency

ATTN is a digital marketing agency focused on Facebook and Google Ads. We design and develop marketing strategies focused on client goals. With a deep understanding of how digital content is consumed and spreads, we strategically place ads in front of the right people, in the right place, at the right time. Reach out to discuss your brand today!