DOE Media Elevates New England Loom’s Sales by 99.4% in Two Months Through Revamped Meta Advertising
New England Loom specializes in rare, vintage rugs meticulously sourced by founders Lindsey and Josh. Operating out of the New England area, their curated pieces range from $800 to over $5,000, capturing the attention of vintage rug enthusiasts nationwide.
To scale beyond their established organic social media presence, New England Loom partnered with DOE Media for their first venture into paid social advertising.
THE CHALLENGE
Although New England Loom had a loyal customer base, they faced several obstacles as they transitioned into paid advertising:
Inexperience with Paid Ads:
Despite strong Instagram engagement, the brand lacked expertise in converting followers into high-value customers through paid ads.
High-Ticket Items:
Selling premium-priced rugs posed challenges in attracting and converting affluent buyers through social media channels.
Owner-Focused Creative:
Early ads spotlighted the brand’s founders rather than the product, limiting appeal to buyers focused on the rugs’ craftsmanship.
Meta Account Suspension:
An unexpected month-long Meta account suspension disrupted momentum and halted initial ad campaigns.
the solutions
DOE Media implemented a series of strategies to address these challenges and improve New England Loom’s advertising performance.
Product-Centric Creatives
- Transitioned to visually appealing static ads showcasing rug designs, craftsmanship, and textures rather than focusing on the owners. These ads allowed customers to appreciate the high-value products they were looking to invest in.
Strategic Ad Targeting
- Combined Meta and Google Ads, targeting both local and national high-income demographics.
- Highlighted exclusivity and craftsmanship to attract buyers seeking premium, unique rugs.
Resolving Account Issues
- Collaborated closely with Meta support through daily calls, swiftly restoring the account to resume advertising without additional loss of momentum.
the results
DOE Media’s strategic adjustments yielded impressive outcomes:
- Substantial ROAS Improvement:
Achieved remarkable return on ad spend (ROAS), with over 80% of sales from newly acquired customers.
- Lowered Cost Per Acquisition:
Maintained an average cost per acquisition (CPA) 62%-75% lower than the original target, greatly improving cost-efficiency.
- Increased Instagram Shop Sales:
Achieved a 900% increase in monthly rug sales through Instagram Shop.
Revenue & Order Growth by the Numbers
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(May to June, initial partnership period)
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(May to June, initial partnership period)
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(April, second year with DOE)
Order Increase YoY
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(April, second year with DOE)
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(May, second year with DOE)
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(May, second year with DOE)
WHAT’S NEXT?
Leveraging the success of Meta campaigns, New England Loom and DOE Media have outlined their future growth roadmap:
- Expanding Google Advertising:
Launching targeted Google Ads to capture active searchers looking for unique, high-quality rugs. This will be complemented by improved search engine visibility, achieved through SEO-driven content and optimized keyword strategies.
- Website Optimization:
Improving website speed, enhancing mobile responsiveness, and refining product pages to streamline customer experience from discovery to checkout.
These strategic initiatives will strengthen New England Loom’s online presence, reach broader audiences, and establish lasting customer relationships. While their partnership with DOE Media will continue to guide the brand as they scale and adapt in the competitive online marketplace.
Ready to experience similar growth?
Contact DOE Media today for a free marketing audit, and let’s unlock your business’s full potential together.