How Fitflop broke through the performance plateau

How do you break out of a performance plateau without extra budget? Footwear brand FitFlop is walking the talk (in FitFlops, of course). Fitflop's Brittany Ellam and Ash Singh from Jellyfish join WARC's David Tiltman to discuss how the brand tapped into thinking from The Multiplier Effect, and the impressive results it achieved by embracing a better approach to investing in brand and performance marketing.

Guests:
Brittany Ellam, Interim Global Head of Acquisition & Media, FitFlop
Ashwin Singh, Media Strategy Director, Jellyfish

Chapters:
00:00 – Intro: Why FitFlop is a ‘multiplier effect’ case study
02:57 – FitFlop’s story: from comfort innovation to global brand
04:46 – Hitting the performance plateau: shrinking baselines, falling CVR
08:00 – Jellyfish's diagnosis: mental availability, not demand, is the problem
12:59 – Funding brand without extra budget: cutting low-intent traffic
17:46 – The “dynamic replenishment loop” explained
22:17 – Build–Nudge–Connect: rethinking creative and social proof
29:35 – Results: +68% ROAS, +30% revenue and rising conversion rates
36:24 – Internal buy-in, learnings and advice for marketers

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. 

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