Extra £1.2m in revenue driven by budget re-allocation

RAF program drives incremental £1.3m in revenue

Pink Boutique is a UK-based fast fashion retailer that specializes in trendy women’s clothing, footwear, and accessories. The company is known for offering a wide range of stylish, affordable fashion aimed at young women. Their product selection typically includes dresses, tops, skirts, jeans, outerwear, and more, catering to a variety of styles from casual wear to more formal outfits for events or nights out.
Pink Boutique operates primarily through its ecommerce platform, providing a convenient online shopping experience. They are known for quick turnaround times on new trends, offering frequent product drops and limited-edition pieces that align with the latest fashion trends.

The brand focuses on providing great value, combining affordable pricing with on-trend designs. With a strong presence on social media and through influencer partnerships, Pink Boutique has developed a loyal customer base, particularly among fashion-forward individuals looking for the latest styles at competitive prices.
As of recent years, Pink Boutique has been growing in popularity, particularly within the UK market, and is continuing to expand its ecommerce presence.

challenge

Paid social campaigns were delivering poor returns on investment (ROI). Although assisted conversions were typically expected to boost revenue, analytics revealed that they only contributed an additional 16% to overall sales, still not making the spend cost-effective.

action

Upon reviewing the year’s budgets and performance targets, it was clear that the current paid social strategy wasn’t generating enough new customer acquisition. I recommended reallocating funds from underperforming paid social ads into a Referral and Advocacy Program (RAF) to unlock a more effective customer acquisition strategy. Based on my prior experience with RAF programs, I identified that investing in a tailored RAF solution, run by Mention Me, would drive greater customer engagement and acquisition, leading to higher revenue.

impact

The strategic reallocation of budget from paid social to the RAF program resulted in a substantial improvement in performance. With a forecasted revenue increase of £1.3 million from the RAF program alone, Pink Boutique was able to effectively tap into its existing customer base for referrals, driving new customer acquisition and delivering an exceptional ROI. This pivot not only maximized the marketing spend but also boosted long-term customer loyalty and brand advocacy.