Dezigna Fashions - Ecommerce Promotional Products

Brand Story

Dezigna is an Indigenous fashion clothing and merchandise brand on a mission to showcase Australian Indigenous artworks and designs to every Australian, and the world. 

The brand’s vision and ethos is 

“Connecting Through Design.”

Dezigna believes this underpins their core belief that all Australians need to acknowledge Australia’s rich heritage, and through their “Share It, Wear It, Embrace It” vision, it takes them beyond just selling Indigenous clothing or products. 

Sharing Indigenous culture is the first step forward, and by others wearing it, they acknowledge it and so, by embracing it, change can happen. 

Dezigna emerged from its highly successful sister company Dezigna Impression, a promotional clothing and merchandise supplier. Insisting on using only authentic Indigenous artwork and produced on easy-wear garments of exceptional quality shone a light on the rich Indigenous Australian culture and led to their long-standing reputation and success. 

“Share it, wear it, embrace it.”

Optimised Digital has worked with Dezigna over the years with the goal of increasing online revenue and growing their customer database by establishing effective funnels and lead generation opportunities. 

We’re excited to carry on our relationship with Dezigna Fashions and look forward to continuing to grow our relationship (and their brand) in the future.

Goal

Optimised worked with Dezigna Fashions to implement a four-step paid media campaign to drive brand awareness, build a retargeting campaign, and then direct these toward leads and eventual purchases.

Solution 

Our first step was to increase awareness and build an audience we could retarget to over time.

Following this, we introduced lead generation running concurrently with product launches.

At the same time, we worked with Dezigna to nurture their existing contacts through warm-up emails for their products and yearly campaigns, enhancing their welcome email sequence, mailing list cleanup and maintenance, and training on how to continue with EDMs moving forward. 

Results

During the 4-month nurturing campaign prior to the conversion campaign we saw: 

1. 39% decrease in CPM between months 1 & 2
2. Reach increased by 128% between months 2 & 3
3. 92% decrease in CPL month-on-month at the introduction of a new lead magnet
4. 95% decrease in overall cost-per-click dropped 
5. 17% decrease in bounce rate (to the same audience) after one month 
6. 64% decrease in unsubscribe rate (to the same audience) after one month

Their seasonal conversion campaign launched at the end of the four months with a ROAS of 24.87 in the first month, and a consistent 10.63 average ROAS continuing over time. 

We’re excited to continue building results like this for Dezigna Fashions as we continue our relationship into the future.