Esther & Co grew revenue 400% when social, search and email ran to one calendar

The setup

The label moves quickly, with collections released on a fixed drop calendar. Every channel had to work to that rhythm, rather than each one running on its own timetable.

Who did what

• Paid social created demand. Prospecting and retargeting on Facebook ran at scale, with creative refreshed for each drop. The account had Facebook months in the seven figures, and the blended return stayed at 6:1.
• Search caught it. Brand and category terms were covered so anyone who saw an ad and then searched for the label found it straight away, and the brand kept the sale it had paid to generate.
• Email kept the list buying. Lifecycle flows and campaign sends were rebuilt around the collection calendar, so subscribers bought through the season rather than only during sales.

What it added up to

Year-on-year revenue was up 400%. Paid media kept a 6:1 return even at high spend, and the email line tripled.

This was not an SEO engagement. We include it because it shows a point we make often: social and display build interest, and search is where that interest turns into a purchase. If your brand searches are not covered, some of that paid demand leaks to competitors. See ecommerce SEO for how we approach search for fashion brands.