Zoe Kratzmann Drives 115% More Purchases

Zoe Kratzmann has been building timeless Australian apparel and leather footwear since 2006, for an audience that shops on quality rather than impulse.

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The brand already had a loyal fanbase, but growing it online meant retiring broad brand-awareness advertising in favor of a sales-driven strategy built for a smaller, more deliberate buyer.

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That meant no more chasing reach: the mandate was to find the exact right people and make every dollar work twice as hard as it would for a mass-market brand.

• Cold audiences in luxury fashion are expensive to reach and hard to convert on the first touch
• Existing campaigns were already returning a healthy 4.5x ROAS, too strong to justify a cautious scale-up
• With no structured creative testing framework, it was unclear which formats drove add-to-cart versus passive likes
• The digital funnel wasn't capturing new leads, forcing an over-reliance on expensive retargeting instead of low-cost email and SMS

• Convert cold, high-intent shoppers without eroding margin on the first transaction
• Scale ROAS meaningfully past the existing 4.5x baseline
• Identify which creative formats actually drove purchases, not just engagement
• Build a first-party database to reduce dependency on paid retargeting
• Grow customer lifetime value through loyalty and retention, not just new acquisition

• Replaced the "Shop Now" top-of-funnel objective with a "Join the Club" offer-led lead generation model, using a 10% first-order discount to capture high-intent leads at lower cost
• Built a first-party database large enough to drive the first purchase through lifecycle marketing instead of continuous ad spend
• Built high-affinity audience segments targeting shoppers with established spending patterns in designer footwear and luxury contemporary fashion
• Ran "Early Entry" VIP campaigns giving Zoe Club members 24-hour early access to seasonal sales and new collection drops
• Deployed a multimodal creative testing framework, rotating images, copy, and formats regularly to prevent fatigue and match creative to each stage of the buyer journey

• 15% increase in website purchases - More than doubled purchase volume without increasing reliance on broad-reach advertising
• 6.9x ROAS - Up from a 4.5x baseline, a 51.49% improvement in return on every dollar spent
• 40.46% increase in engagement rate - Rotating creative formats kept interaction climbing instead of fatiguing
• First-party database built from cold traffic - Lead generation replaced continuous ad spend as the primary driver of first purchases
• VIP early-access program launched - Gave the highest-value segment a reason to buy early and stay loyal, reinforcing lifetime value

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