CB/I Generates Growth and Improves ROAS for Hammitt

Hammitt is a luxury leather handbag brand started in 2008 with a commitment to quality over the entire life of their products.

Not satisfied with their sales in 2020, Hammitt came to CB/I Digital to revitalize their strategy. We took the opportunity to completely rethink their PPC strategy, achieving high growth by focusing on evergreen products to expand their customer base, then convert these new customers, create additional revenue, and improve ROAS.

Through deep analysis and targeted testing, we found effective ways to segment their products and campaigns, creating dedicated campaigns for core, seasonal, and trending products on Facebook, and segmenting Google campaigns by price range. This strategy not only improved budget allocation and controlled ROAS, but also gave visibility to unsung products and expanded their customer base.

By the end of the year, Hammitt’s online revenue had nearly doubled from $11 million to $20 million, with a 57% growth in new users.

When their priorities shifted to profitability in 2022, this campaign structure allowed us to stay nimble, add in new high-margin products, and shift focus our spend and optimizations towards ROAS.

On Facebook, we became early adopters of a new campaign type, Advantage+, which leverages machine learning to reach valuable audiences with less setup time and faster insights. For Google, we deployed our proprietary AI tool, Playmaker, to optimize bidding for search terms, bringing down CPCs and overall spend.

During the period between July and December, we increased ROAS 57% Year-over-Year, with Google ROAS increasing 40% and Facebook ROAS climbing by 90%.

At CB/I, we focus on consistently meeting our clients’ ambitious goals year after year, not just a few months of quick wins. The journey we’ve been on with Hammitt reflects that spirit of commitment and partnership.