Scaling an Equestrian Brand: £30K Revenue Growth for Moore EQ

Founded in London in 2015 by Conor Moore, Moore EQ is a premium men’s equestrian apparel retailer with a bold vision: ‘to become the world’s leading destination for equestrian style’. 

Despite their clear ambitions, Moore EQ struggled to achieve both hard and soft conversions. Like many small businesses, they found it challenging to balance time, resources, and the effort required to scale their marketing.

Initially, Moore EQ’s strategy centred on ad campaigns focused on Ad Recall and Add to Cart actions. Although these showed potential, it became evident that a more comprehensive approach was needed.

In 2023, Moore EQ partnered with Add People—specifically Facebook ad specialist and Social Media Account Manager, Nicole Baker-Tunney. Nicole kicked things off with a Black Friday campaign that exceeded expectations by delivering higher sales and ROI than Moore EQ had previously experienced.

Impressed by the results, Moore EQ expanded their partnership and signed up for our PPC service in September 2023, followed by our SEO service in July 2024.

But how did Nicole do it? Read on to find out! 👇

The Strategy

To deliver scalable results, Nicole crafted a strategy tailored to Moore EQ’s goals and brand identity, focusing on actionable solutions and premium appeal.

Black Friday Breakthrough

Nicole led the charge by starting with a trial campaign during Black Friday 2023, using an Advantage+ Shopping Campaign (A+SC). This provided promising results, and following the trial’s success, she developed a tailored strategy designed for long-term growth.

Nicole shifted focus to two main campaigns: Traffic generation and Conversions. These campaigns targeted specific objectives: driving visitors to the website and converting them into customers. 

Using performance data, she fine-tuned the approach, including trialling a Top Funnel Conversions Campaign in April/May 2024. While this method didn’t yield the desired results, Nicole’s insights led to the launch of a new Traffic Campaign in May/June, which achieved greater success.

To make the most of Moore EQ’s unique brand, Nicole designed a creative ad strategy that highlighted their premium products, enlisting the help of Add People creatives, Heidi Ostell and Niamh Johnson.

Using Meta Ads, Nicole and her team ensured consistency with their high-end image by featuring sleek designs, clear messaging, and engaging visuals. 

Formats like carousels, videos, and static ads showcased products dynamically while reinforcing the brand’s professional look. For example, Nicole introduced carousels with layouts inspired by high-end fashion magazines to present product angles creatively. 

Video ads blended client-provided clips with stock footage for an engaging, polished feel. 

Nicole ensured that the static ads she and her team created delivered concise, relatable messaging that resonated with Moore’s audience. Throughout, they incorporated Moore EQ’s branding elements, such as their signature colours and fonts, to ensure continuity across platforms.

The Results

Under Nicole’s leadership, the campaign delivered impressive results, transforming Moore EQ’s marketing performance:

– 139 Purchases Made: From just 40 previously, a significant leap.

– £30,263.99 Revenue Generated: A 199% increase in just seven months.

– 58% More Website Visitors: More potential customers engaging with their online store.

– 47% Lower Cost Per Click: Ads became far more cost-effective.

– 124% Increase in Landing Page Views: Greater interest and engagement.

– 563% Improvement in ROAS: Maximising the return on every pound spent on ads.

These results helped Moore EQ meet growing demand and set the stage for even greater success in the future.

Looking Ahead

With their PPC campaigns performing so well, Moore EQ has expanded their partnership with Add People to include SEO services. This will help them reach more potential customers organically, complementing their strong paid advertising strategy.

Nicole’s next steps include refining remarketing campaigns to re-engage visitors who didn’t convert initially. She’ll also test new approaches, such as revisiting Advantage+ Shopping Campaigns now that we have richer data to work with.

By staying agile and data-driven, Nicole and the Add People team are committed to helping Moore EQ maintain and grow its success.