INCREASING SALES AND ECONOMIC OPPORTUNITY WITH PAID SOCIAL SUCCESS

By partnering directly with Facebook to establish new best-practice approaches, Portent’s team helped mission-driven client Sudara reach new customers with mobile-first video ads and value-based Lookalike modeling. Efforts yielded results that exceeded initial ROAS goals by 39%.

SERVICES PROVIDED

Paid Social Strategy
Paid Social Management

CHANNELS

Facebook
Instagram

INDUSTRY

E-commerce - Apparel

THE OPPORTUNITY

With over 77% of Sudara's revenue on social media coming from mobile, Portent knew that a mobile-first campaign was critical to achieving any type of success on the platform.

THE CLIENT

Sudara partners with sewing centers in India to provide living-wage employment, skills training and restorative care to women who have escaped from or are at the highest risk for human trafficking. Shannon Keith founded the company, which makes “Punjammies” pajamas and loungewear, in 2006 when she returned from a trip to India where she met women who had been forced into the sex trade by poverty.

Sudara - Mission and story - digital marketing case study

The Work

EFFECTIVE CREATIVE
Portent partnered with Sudara to dust off old video creative that had gone largely unused for several years. The creative was well-produced but was too long for effective use on social. Portent’s team edited the video content, focused on the most effective storytelling moments, and resized all video for use on Facebook and Instagram.

LOOKALIKE MODELING
Portent started by creating custom audiences comprised of existing-user lead data. With significant current and past customer purchase data, these custom audiences allowed Portent to produce high-functioning lookalike models that immediately reached significantly more high-value customers for Sudara.

DEVICE TARGETING
Portent used a mobile-first video approach to most effectively target the more than 90% of Facebook’s audience who consume ads on a mobile device. By leveraging images and video with a 1:1 aspect ratio (square) video, Portent effectively took up more space in the News Feed and gave the ads a better opportunity to capture the user’s attention.

The Results

Sudara's successful ongoing campaign continues to help provide employment opportunities for women who have escaped from or are at the highest risk for human trafficking. Results from the initial stages of this campaign include:

39%

39% greater return on ad spend than initial goal

26%

26% greater revenue than initial goal

872,602

872,602 video views across Facebook and Instagram

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