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The Tshirt Mill: Printing a new chapter in profitable growth

image showing production of a custom shirt

Who is the client?

The Tshirt Mill are a switched on brand that are all about making it faster and quicker to get custom products printed. 

A direct-to-consumer manufacturing business, The Tshirt Mill print designs on just about anything. They use state-of-the-art equipment, top-quality products and easy-to-use design tools to help everyone from individuals and businesses to sports teams and charities get unique designs printed and shipped in as little time as possible.

What was their problem?

Despite experiencing rapid overall growth, The Tshirt Mill’s online sales were struggling to keep up and scale effectively. They were stuck between a return on ad spend (ROAS) of 3 - 4. This was preventing them from further scaling their business.

They came to SLAM Strategy, the performance and growth division of Refuel, with a need to partner with an agency that could take control of their digital advertising and focus on driving a significant increase in sales and revenue.

Their needs

  • Increase ROAS to above 5 to allow their campaigns to become significantly more profitable
  • Maintain above average ROAS to ensure the strategy wasn’t just a short-term fix but one that could maintain a high ROAS over time
  • See consistent growth in sales to transform their online channels
  • Increase market share and become a market leader in the industry
The key was in not just managing ad spend but also designing and producing ad creative that would resonate with their audience.

What we did

To address the challenges The Tshirt Mill were facing, we developed a comprehensive advertising strategy.

PPC

Our approach went beyond simple ad management. We took control of the ad creative, designing the brief, and working on ad production, design, and development to create high-performing ads. 

Facebook ads

We utilised a wide range of ad formats to engage their target audience, focusing on content for Reels and Stories to drive conversions. 

Instagram ads

Leveraging the highly visual nature of Instagram, we ran strategic ad campaigns using both Reels and Stories to showcase the customisation of The Tshirt Mill's products. 

This integrated approach allowed us to take them from a 3 - 4 ROAS to a level of profitability that enabled them to scale their business significantly.

The challenges

The challenges were clear: their existing online strategy wasn’t the right strategy and they needed a solution quickly to move past the plateau and capitalise on the strong demand for their custom apparel. 

They were stuck at a 3 - 4 ROAS which was not profitable for them to scale. This was largely due to their previous agency’s lack of a clear strategy and its failure to dedicate sufficient time and resources to the campaign. 

We quickly took control of the advertising channels using our pay-per-performance model. The key was in not just managing ad spend but also designing and producing ad creative that would resonate with their audience.

The results

The pay-for-performance created almost immediate success. Within two months, we boosted their ROAS to 9 which allowed them to look at profitable scaling. 

This improvement translated into a 305% increase in sales, a 380% increase in clicks and an incredible 500% increase in conversions. 

Our optimisation efforts also earned The Tshirt Mill a 60% impression share, solidifying their presence and market leadership.

More recently there were updates made to Meta’s AI we were provided with a new objective which was to scale faster

Conclusion

The results created for The Tshirt Mill are a testament to the pay-for-performance model and how it can help eCommerce brands scale profitably. 

The brand’s rapid growth was no longer a bottleneck. By taking control of their paid ad channel and implementing the right strategy, we were able to drive immediate and substantial results. 

We were able to successful transform their business and position them as market leaders in the custom apparel market.

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