Fresh Clean Threads uncovers Meta's incremental impact on Amazon and DTC sales

April 30, 2024

Our first Haus test was a crucial factor in gaining executive alignment around our go forward omnichannel strategy, and specifically how to approach our growing Amazon business. This one test has given us value that exceeds the annual cost, and we are thrilled to continue to gain more value from the tests we run with the team over the next year.

Nicola R. VP of Marketing @ Fresh Clean Threads

The Challenge

Fresh Clean Threads is a direct-to-consumer (DTC) apparel company that sells high quality clothing through its website and Amazon. While the company understood their marketing's impact on direct sales, it wasn't clear to what extent their marketing also had a 'halo' effect on Amazon sales. Fresh Clean Threads turned to Haus to provide comprehensive, actionable measurement of its marketing efforts across sales channels.

‍

‍

The Solution

To start, Fresh Clean Threads wanted to understand Meta’s halo effect on Amazon sales since Meta is one of their highest investment channels. They used the Haus GeoLift platform to set up a scientifically robust lift test, dividing the country into two groups - treatment (run Meta ads) and holdout (no Meta ads). They designated Amazon orders as the primary KPI to power the experiment off of, but they also tracked Amazon revenue, DTC Sales and DTC revenue. Using Haus's powerful experiment design tools to determine the right balance of speed to insights, size of holdout group, and statistical power (likelihood to detect lift), Fresh Clean Threads opted for a longer test with a smaller holdout (3-weeks; 10% holdout)

The Results

The GeoLift experiment results revealed that Meta was effective at driving incremental Amazon sales for Fresh Clean Threads. Meta was responsible for a 23% lift in Amazon sales while simultaneously driving a 21% lift to DTC sales. The incremental ROAS for DTC was sufficient but quantifying the omnichannel impact made the total iROAS increase 14%. Fresh Clean Threads was excited to finally be able to quantify this impact and can now confidently rely on Meta as a lever for scaling Amazon sales, while considering the omnichannel implications of Meta, a crucial top of funnel channel for the brand.

‍

No items found.

About Fresh Clean Threads

Fresh Clean Threads is a lifestyle brand committed to simplicity, comfort, and effortless style. Born out of a desire to provide men with high-quality, versatile essentials, Fresh Clean Threads offers a curated collection of premium tees crafted from the finest materials and designed with meticulous attention to detail. These pieces embody the essence of clean living, seamlessly transitioning from day to night. Learn more at https://freshcleantees.com/

See Haus in action

Discover how your campaigns impact Amazon, retail, and DTC sales

Get a Demo

Other posts to read

Top-of-Funnel Creative Drives 13X the Lift of Lower-Funnel Creative for Javy Coffee

Javy Coffee used Haus GeoTests to understand how their Meta creative impacted all sales channels. Their results were shocking and unexpected.

READ CASE STUDY

Hexclad measures Meta's incremental impact for a high AOV product with a long consideration phase.

Hexclad observes a 67% decrease in Meta CPIA with a 3 week post-test window, confirming a long purchase cycle for this high AOV product.

READ CASE STUDY

Inkbox Incrementality Testing Reveals Omni-Sales Impact Across Channels, Boosting Snap iROAS by 127%.

Inkbox engaged with Haus to assess the impact on sales across DTC, Amazon, and Walmart.

READ CASE STUDY

Affiliate on/off test reveals the incrementality of loyalty sites for global DTC brand.

This global enterprise brand wanted to understand if cash back and reward sites within their affiliate program were driving incremental revenue.

READ CASE STUDY

A/B/C test reveals the true impact of different creative strategies for billion dollar brand.

This test revealed that each creative variation is working hard for different business objectives and were effective for consumers at specific stages of their journey.

READ CASE STUDY

A series of 3 incrementality tests prove brand search to be ineffective

This brand was spending a significant amount of money on Google brand search and wanted to understand if this tactic was driving incremental customer activations.

READ CASE STUDY

Thinking beyond dot com: How Newton Baby uncovered the halo effects of TikTok ads on Amazon sales.

Newton Baby measures the lift of both DTC and Amazon sales driven by TikTok ads for a clearer picture of total impact from the channel.

READ CASE STUDY

FanDuel optimizes spend levels on YouTube via 3-cell diminishing returns test

FanDuel wanted to understand the optimal level of investment in YouTube so they ran a 3-cell diminishing marginal returns test.

READ CASE STUDY

Caraway cracks upper funnel campaigns on Meta

When measured outside of click based attribution, Meta upper funnel campaigns are efficient enough to become a part of Caraway’s evergreen, always-on strategy.

READ CASE STUDY

Ritual maximizes ROI on TikTok via series of incrementality tests

Ritual optimizes TikTok strategy to drive 8% lift in incremental subscriptions.

READ CASE STUDY

Brand increases revenue by 200% by optimizing spend across the Google universe

Multi-billion dollar omnichannel brand uses incrementality to calibrate MMM and last-click signals.

READ CASE STUDY

Jones Road Beauty doubles new customer orders in YouTube

JRB theorized that YouTube was driving more value than could be measured by clicks so they decided to test it with Haus.

READ CASE STUDY

Caraway maximizes PMax via 3-cell incrementality test

Caraway tests PMax with brand terms and without brand terms in 3-Cell experiment to optimizing their buying strategy.

READ CASE STUDY

Ritual increased customer retention by 2% in 2 days.

Ritual uses a test and roll strategy to test 5 email variants in 45 days unlocking huge incremental customer billings.

READ CASE STUDY

FanDuel supercharges marketing experimentation and increases sportsbook activations by 11%.

FanDuel uses a "test and roll" approach to quickly test into new channels, media mixes, flighting strategies, and bid types.

READ CASE STUDY

Tally finds an incrementality platform they can trust.

Tally accelerates testing velocity through Haus, and redistributes millions of dollars to drive a significant increase in borrowers.

READ CASE STUDY