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Percival MMM

Our insights enabled Percival to adapt the media plan – in particular, broadening the range of media channels – to deliver an incremental advertising ROI increase c.20% and almost doubling D2C sales.

Background

This British menswear brand combines a quintessentially British sense of understated style and rare, internationally-sourced fabrics and materials to produce unique, fresh, and varied collections. Their eye-catching attire has been worn by celebrities such as Dwayne Johnson, Chris Evans, and Rhys James.

Percival was establishing itself as a staple in British menswear by selling direct-to-customer (DTC) through ecommerce and their physical store.

By the end of 2021 the business was experiencing rapid growth and had ambitious targets for 2022. However, the headline growth was appearing slower than the performance shown via GA4 and platform analytics’ and there was a need for a real, true view of performance that avoided double counting.

Solution

Project summary

We ran a cost effective MMM for the brand to understand their performance drivers. The significant benefits included:

  • Avoiding cookie and walled garden issues
  • Capturing ATL external performance drivers
  • Covering omni-channel sales

 

We used our MMM to:

  • Get the right mix of channels in play for optimal performance by understanding full and fair attribution
  • Significant growth meant optimising the current channel mix and recommending a range of mid-funnel channels to test and measure against a scale objective
  • Assess media channel headroom and scalability for growth
  • Work phasing and flighting for best performance

 

Results

  • Through our structured approach to testing we diversified the media channels the business was using from 6 to 12
  • Their DTC sales grew by +95% YOY with an increase in ROI of 19%
  • Their ad spend to sales ratio (which is an indicator of the efficiency of their spend) increased YOY +14%

 

You can hear Percival’s Head of Growth Ian Mackey speaking about his experience of working with us below:

Contact us to find out more
We engaged Entropy to build out a revenue plan for the next three years covering ecommerce, CRM, returns, and paid media strategies. They have helped us deliver our ambitious goals with clarity and rationale. The team is immensely professional and friendly to work with.
Guljeet Samra
CCO Percival Menswear
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