Premium Apparel Brand - Customer Journey Optimization Strategy
Transform Strangers into Loyal F.A.R.M. Tribe Members
First Impression
Goal: Get F.A.R.M. apparel in front of dads
Brand Connection
Goal: Give them a reason to care about F.A.R.M.
Tribal Identity
Goal: Help them identify with who a F.A.R.M. dad is
Trust Building
Goal: Show real F.A.R.M. dads wearing the brand
Product Discovery
Goal: Showcase the apparel collection
Purchase Decision
Goal: Convert browsers into buyers
Community Building
Goal: Turn customers into brand ambassadors
May 18 - August 21, 2025
Total Ad Spend
$49,161
Total Revenue
$69,880
Blended ROAS
1.42x
Profit Margin
$20,719
Key Insight: Google campaigns delivering 3-10x ROAS vs Facebook's 1.19x - significant reallocation opportunity
Data-Driven Actions for Growth
Your current approach is heavily bottom-funnel focused. Deploy the 7-stage journey framework with emphasis on Education content that builds tribal identity - showing potential customers what it means to be a F.A.R.M. dad through lifestyle and values-based content.
Google Ads shows 3x better ROAS (3.52x vs 1.19x). Shift 30% of Facebook budget ($13K/month) to scale winning Google campaigns. Focus on Demand Gen (10.2x ROAS) and Branded Search (8.5x ROAS) for immediate profitable growth.
With 60% female audience for a "Fathers" brand, there's massive untapped potential. Create content that showcases "who a F.A.R.M. dad is" - the values, lifestyle, and tribal identity. Develop male-specific creative and adjust targeting to reach actual fathers.
June's $35.8K revenue spike (3x average) proves seasonality works. Plan themed apparel campaigns around Father's Day, Back-to-School, and holidays. Create content that reinforces F.A.R.M. tribe values and lifestyle at each journey stage.
With 3.2M people reached, you have massive retargeting potential. Create segmented audiences for each journey stage - from awareness (video viewers) to consideration (product page visitors) to conversion (cart abandoners). Show them different apparel collections based on their engagement level.
Your branded terms perform exceptionally (58-85% CTR). Test broader keywords like "dad shirts," "father apparel," "funny dad clothes," and "parenting humor tees" with educational content about the F.A.R.M. lifestyle and values.