Janji is a socially conscious running clothing company dedicated to fighting the global water crisis. Based in Boston, Janji sells apparel with designs representing Haiti, Rwanda, Peru, Tanzania, the U.S., and Kenya, the countries in which Janji has ongoing efforts.
Part of the profit from each sale goes toward charities based in that country.
“Janji” means “promise” in Malay, and refers to Janji’s promise to “run for another,” the company’s slogan.
The day Cameret (the marketing manager) came to us and told us about the brand’s history, we immediately got excited about the idea to start a partnership with this incredible company!
Janji started the collaboration with Scaling Davids in January 2021. When Cameret came to us, she was aware of the fact that this would have been a challenging Q1 because of several factors:
As soon as we performed an audit of their paid media properties, we noticed that there were definitely many chances of improvement.
The products were great, and the brand is strong, but there was a lack of optimization and daily maintenance on the ad accounts that made performance not stable, as well it made the company leave some money on the table.
In particular, we noticed that:
The client gave us a decent amount of budget to play with to test and learn, and we made sure to not waste even a dollar out of it.
The first thing we made, was to implement a proper full-funnel structure, which didn’t completely overwrite what Cameret did (some campaigns were performing very profitably), but added new targeting segments and creatives that we identified quickly as the main low-hanging fruit.
Then, we performed several split testings over the first month, including:
We found out that:
This framework we implemented allowed us to test, consolidate and scale more than 250 Ad sets/ads over the following months.
In May and June, we promoted a sale for the new Summer Collection which broke any record for Janji, generating over $400K of sales in 40 days and acquiring a lot of new customers.
At the current stage, they are generating around $200K/mo in revenue (64% of it coming from new customers), and the goal is to scale to $400K/mo in November/December.
We managed to scale the ad spend from $30K/mo (February) til $58K/Mo (July), by keeping ROI and CPA stable.