Developing eCommerce and scaling a direct-to-consumer brand.
From 0 to over 20 million in Facebook sales - more than doubled total eCommerce sales.
By focusing on eCommerce data analysis, setting up a scalable sales funnel and developing Facebook Ads, Soft Goat has grown outside Sweden and more than doubled online sales to over 40 million SEK.
Soft Goat is a Swedish producer and seller of high quality garments in 100% cashmere.
Founded in 2011 by Stephanie Bergström and Erik Magnuson. Soft goat uses Internet as its sole distribution channel to keep prices low and rapidly launch new products.
“We have worked with Actital during four years, where Actital has strategically and operationally developed our eCommerce and overall online sales funnel, including Facebook Ads, Influencer marketing, Google Ads, SEO, CRM etc ”
- Erik Magnuson, Co-founder - Soft Goat.
What we have done
01.
We started as a stand in eCommerce manager early in 2016, responsible for setting and developing the overall eCommerce strategy. Early, we found scalability in SEO and Google Ads, setting up a strategy plan and execution.
02.
Soft Goat had almost no Facebook Ads spend, we found big potential developing this channel. We have successfully scaled Facebook Ads delivering over 20 million in sales, hitting 20x return on ads spend (ROAS) record.
03.
Running continuous eCommerce and digital marketing analysis, we have developed the overall growth funnel. Further, we have developed ROAS KPIs for different markets, in order to increase marketing budget and scale.
04.
As the organization has grown, we have developed our responsibility areas, developed creative and other processes.
Key Success Factors
Flexibility
Moving from focusing on eCommerce site and basic online marketing, shifting to deepen the analysis, scaling each channel of online marketing. As the organization has grown, some processes have been handed over.
Growth funnel strategy
Continuous development from only women to expanding to men with further growth outside of Sweden. Connecting Facebook Ads, PR, influencer marketing, Apprl, Google website interaction and Email marketing.
Data analysis
Presenting results of data analysis proving performance of different marketing channels and markets, focus to give budget recommendations in order to increase and scale in product verticals as well as markets.
Scale with target KPIs
Connecting online marketing, funnel, business case, setting up KPIs for continuous follow up. Resulted in increased budget to scale Facebook marketing faster.
Facebook Ads
Developed Facebook from beginning to become biggest top-line growth channel in Sweden and international, hitting 16x ROAS records.
Creative development
Continuous development in creativity and shifting to become more data-driven. Setting up internal processes.
More cases
Skultuna
Transformation from traditional retail to leading eCommerce. Skultuna has been a part of our growth accelerator program for seven years.
LAYERED
+600 percent D2C eCommerce revenue growth in three years. We have set several growth records together with Layered.
WALDOR & CO.
WALDOR & CO. is our living case and a proof of concept building a global D2C brand, solely online through waldorandco.com.