Ancient Greek Sandals
Ancient Greek Sandals are the epitome of greek style; handmade locally by skilled craftsmen using traditional techniques that have existed for centuries. A raw, yet feminine aesthetic distinguishes this new sandal brand. The chemical free, natural tan leather ages beautifully with time and wear.
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About
Ancient Greek Sandals are a brand drenched in heritage and authenticity. Sandals are hand made in Athens using traditional techniques but their unique and modern designs bring them into the present day. Before 22/23, Ancient Greek Sandals were predominantly seen across wholesalers such as Matches Fashion, Net-a-Porter and Selfridges. Whilst wholesale still plays a part in generating revenue, there was a desire to amplify the brand outside of these marketplaces and take a stronger place in the market as a D2C ecommerce brand. As Ancient Greek Sandals embarked on this journey, they identified a need for a new digital partner; not only who could execute their day to day digital marketing needs but also provide strategic direction to enable the shift to D2C. A referral brought them to partner with Revenue Growth Agency. From the outset, Revenue Growth Agency demonstrated a deep understanding of the brand, goals and position within the market and was able to develop a clear action plan to scale online revenue across multiple channels. Ancient Greek Sandals, targets a particular audience. Mainly women aged 30-55 with high levels of disposable income. When we look at attributes and characteristics of these women, we see sophistication and a need for high quality, elegant pieces to enhance a luxury wardrobe. These women span the globe with core markets in UK, Europe and the US. They seek out brands who offer unique pieces, made to the highest quality with the best fabrics and unrivalled craftsmanship. And Ancient Greek Sandals has built its reputation on every sandal being handmade and hand finished by expert craftsman locally in Greece ensure each item is finished to the highest of standards. With the age demographic of our audience platforms like Meta (Facebook and Instagram) are key channels to explore as users look to these networks not just to communicate but to be inspired, influenced and entertained. But, in order to grow revenue and acquire new customers, it was necessary to also explore new territories, new channels and find new audiences that would fall in love with Ancient Greek Sandals. By combining personas created by the internal brand team at Ancient Greek Sandals with GA4, CRM and 1st party customer survey data, new audiences and opportunities were established and became a focus to test. A new mens collection was also launched in 2024, showcasing the same impeccable style and craftsmen ship. Styles are classic and versatile and cater to a new audience of fashion focussed males looking for effortless styles to enhance their existing summer wardrobe. These men are European, aged 30-45 with a stable high income.
The results
There were many challenges when looking at achieving this target. Ancient Greek Sandals could be seen as a seasonal brand. Historically the majority of their annual revenue is made during the UK/US summer months (May to September). It would be almost impossibly to assume that 40% more revenue could be generated just within those same months. Therefore a solution needed to be found to try and increase revenue generated throughout 'winter' months. Privacy and data has been a challenge for all marketers and brands since the 3rd party cookie depreciation. This lack of cookies means that a large amount of website activity became invisible and audience targeting also became more difficult. There was also a focus on reducing promotions and sale periods and encouraging more new customers to buy at full price. Because there is an expectation now that all new customers deserve % off, we had to find a way of showcasing the value of the brand and remove the need for promotions. In order for this growth to be profitable, a ratio of 14% media spend : revenue had to be kept to so budget management across the entire strategy was extremely important. We knew that this growth could not be achieved without introducing a much larger audience to the brand and attracting and retaining these “new-to-brand” customers. And so the objective between Ancient Greek Sandals’ internal team and Revenue Growth Agency was to create a scalable solution across Search and Social to reach these new customers. A Revenue Growth Framework was created consisting of 4 stages; Discover, Build, Storytell and Sell to guide customers through a carefully built funnel to purchase. Discover – Audience and opportunity discovery Build – Building awareness through prospecting to identify new consumers. Storytell – Further leaning into video creative and brand messaging we only retarget those users exposed to ads from the build phase and further nurture these consumers. Sell – After periods of retargeting and nurturing, we use sales led messaging and ads to push conversion. From combining the strategy explained here alongside creative visuals provided by the internal team at Ancient Greek Sandals we were able to achieve the following: 77% Revenue Increase YoY 2022 vs 2023 Australia +128% increase in conversion value +265% increase in conversions UAE +5,942% conversion value +8203% conversions Optimised spend: 12% over initial budget but ROI remained strong (11.79% spend:revenue ratio) below 14% threshold.
