Malibu Shirts is a leader in premium vintage-inspired apparel, offering a unique collection of historic surfing, skating, and aeronautical memorabilia designs. Their products, made with environmentally friendly materials, combine authenticity, quality, and a deep respect for history, allowing customers to connect with the iconic beach and island lifestyle.
Summary
Malibu Shirts, a beloved Hawaiian apparel brand, known for its high-quality designs and the revival of “expired” brands, found itself at a pivotal moment. Despite a strong brand identity and a loyal customer base, their online presence wasn’t yielding the results they needed to grow. Seeking to scale their online revenue and strengthen their digital marketing efforts, Malibu Shirts turned to Hawke Media. The objective was clear: to harness the power of paid social and paid search to drive consistent month-over-month growth while maintaining a robust return on ad spend (ROAS).
Challenge
Malibu Shirts faced significant challenges in the highly competitive online apparel market. Despite their unique product offerings and brand history, they struggled to stand out amidst a sea of competitors. Their existing paid social campaigns were underperforming, and they had barely begun to explore the potential of paid search. Beyond the marketing hurdles, the company also faced operational challenges, with the need to scale their business quickly. The surge in online sales meant they needed to hire additional staff, expand their operations, and move into a larger warehouse—all while working within the constraints of a modest marketing budget.
Approach
Hawke Media developed a strategic, data-driven approach to help Malibu Shirts overcome these challenges and achieve their goals.
Paid Social Strategy: Our first step was to conduct a comprehensive audit of Malibu Shirts’ existing marketing efforts. We identified key opportunities to enhance their paid social campaigns on Meta platforms, focusing on optimizing audience targeting, refining creative assets, and strategically increasing ad spend to drive growth. The goal was to ensure that every campaign not only performed well but also contributed to long-term sustainable growth.
Paid Search Strategy: Recognizing that Malibu Shirts had limited experience with paid search, we approached this channel with a fresh perspective. We identified high-intent keywords that would resonate with their target audience and crafted compelling ad copy that highlighted the brand’s unique value proposition. Our strategy aimed to maximize the impact of each campaign by focusing on efficiency and effectiveness, ensuring that every click counted.
Solutions
The execution of our strategy yielded impressive results across both paid social and paid search channels.
Paid Social Execution: Over the course of several months, our Meta campaigns gained significant traction. We methodically increased the ad spend while continually optimizing ROAS. This approach wasn’t just about increasing investment; it was about making smart, data-driven decisions. Each month, we tested new ad formats, fine-tuned audience segments, and optimized every aspect of the campaigns. The results were evident: month after month, revenue and ROAS steadily increased, reflecting the effectiveness of our strategy.
- March: ROAS at 1.37x with steady growth in performance.
- April: ROAS increased to 2.47x, with significant improvements in campaign efficiency.
- May: ROAS climbed to 2.99x, as the campaigns continued to gain momentum.
- June: ROAS further improved to 3.41x, driven by ongoing optimizations.
- July: ROAS reached 3.43x, marking a peak in the campaign’s performance.
Paid Search Execution: The results in paid search were transformative from the outset. In the first month alone, we saw a dramatic improvement in ROAS, with revenue increasing by over tenfold compared to previous efforts. Each subsequent month brought further successes:
- February: ROAS surged from 0.44x to 2.93x, with a massive increase in revenue.
- March: Revenue more than doubled compared to February, reflecting a 108% increase.
- April: ROAS improved by 39% to 3.34x, with a 26% increase in revenue.
- May: ROAS climbed to 4.04x, with a 63% rise in revenue, demonstrating the sustained impact of our strategy.
- June & July: We maintained strong performance, with ROAS peaking at 4.02x in July.
Throughout this period, we maintained a consistent budget for Google Ads, demonstrating our ability to scale results effectively while managing resources efficiently.
Results
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Online Sales Growth
0%
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Revenue Growth
0%
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Avg. Paid Social ROAS
0%
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Avg. Paid Search ROAS
0%