Leaving No Stone Unturned to Maximise Growth for Ralph Lauren on Google Media - Best Use of Google Media Winner - Assembly - The Independent Agency Awards 2023

Campaign Summary:

“Leave no stone unturned, are there opportunities in PPC so we’re not leaving any sales on the table?’”. That was the precise brief from Ralph Lauren. As a leading fashion house, optimising brand and performance moments is critical to success.

Ralph Lauren challenged us to drive ambitious growth YoY from an already mature base. To achieve this, we built an innovative predictive model, to work in collaboration with RL’s finance team to maximise revenue using Google media.

Bringing a data-led and industry leading approach to automation, we developed a predictive forecasting model to enable robust scenario planning of the annual Google media plan and give us relevant monthly budgets to achieve maximum performance. The incremental spend was only spent at a ‘Golden incremental ROAS’. Additional budget was utilised through innovation & testing across Search and Shopping, to further maximise performance.

Through advanced predictive modelling, we were able to provide detailed robust performance projections and identify incremental opportunities which unlocked Google media budget in an agile manner to power Ralph Lauren ecommerce growth and customer acquisition.

Automation & reporting allowed us to make adjustments in real time, making bid & tactical adjustments and the results delivered a record-breaking Peak 2021:

- +19% Revenue increase
- Highly efficient incremental ROAS achieved +162% above target
- 34% New Customers through Expansion of Generics & Shopping
- 3x click share vs peer set during the same period (source: Google)

With these exceptional results, we have continued this model throughout 2022 and into 2023 for the client’s Google media planning, allowing RL to maintain competitive advantage.