Methodology:

• Inventory restructuring
  _{This was required to streamline product testing which helped us find the best performing product-types that can then be leveraged.
  For this, we created product sets based on different product categories that the brand offers and the price point which was then analyzed and presented.}
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• Content testing
  _{We tested out different content formats & themes like videos, complex carousels with text as opposed to usual product display carousels tested in the account earlier.
  This allowed us to achieve a depth of analysis where could track performance of content pieces that had, for example, “ product feature “ as the theme for primary text, headline & description and were Carousels, specifically in the ToF.}
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• Audience testing
  _{Finding a compatible set of interest-based audiences for the ToF, testing lookalike audiences (on FB/IG) of engagers and specific retargeting of warm audiences. We also created specific retargeting campaigns of existing customers, to improve the repeat purchase patterns and improve LTV of our customers.}