Social Media Advertising Analysis
Platform strategies, funnel approach, audience segments, and 90-day roadmap for epoche's social ads
Platform Strategy
Multi-platform approach prioritized by impact and brand fit
Meta (Facebook + Instagram)
primaryPrimary platform for reaching women interested in body positivity, comfort, and authentic brands. Lingerie CPMs are higher than apparel averages ($23.16 median) but Advantage+ Shopping campaigns outperform manual targeting by 15-25% in ROAS. Instagram Reels with UGC achieve up to 3.8% CTR.
Ad Formats
CPM
$15–$23 (lingerie premium)
CPC
$0.45–$1.00
CTR
1.5–2.5%
80% female users in planning/discovery mode. Fashion content save rates 1-2% (vs 0.2-0.5% platform avg). 34-40% lower CPAs than Meta. 70-90 day attribution window captures full save-to-purchase journey. Works best for mid-to-premium price points ($50-200) — directly aligns with epoché's $43-$88 range.
Ad Formats
CPM
Lower than Meta
CPC
~$1.55
CTR
Save rate: 1-2%
TikTok
exploratoryCPMs 29-40% lower than Meta. Spark Ads with UGC deliver 45% higher trust and 30% lower CPC. Fashion CPCs average $0.65. Grew 40% YoY in DTC ad spend. Authentic, unpolished content aligns with epoché's 'authenticity over perfection' positioning.
Ad Formats
CPM
$4–$9
CPC
$0.40–$1.00
CTR
1.2–2.5% (Spark Ads: 3.2-4.7%)
Funnel Strategy
Full-funnel advertising approach from awareness to retention
Awareness (Top of Funnel)
Introduce epoché's brand story and mission to new audiences
Campaign Types
- ●Brand Awareness
- ●Video Views
- ●Reach
Content Ideas
- ●Brand story video — why epoché exists
- ●Behind-the-scenes: designing for real women's bodies
- ●UGC: real customers sharing their comfort stories
- ●Educational: 'Why most lingerie doesn't fit' content
KPIs
Consideration (Middle of Funnel)
Drive product interest and website engagement
Campaign Types
- ●Traffic
- ●Engagement
- ●Lead Generation
Content Ideas
- ●Product carousel showcasing comfort features and fit
- ●Customer testimonials and reviews
- ●Size guide and fit finder content
- ●Comparison: 'Traditional vs. epoché approach'
KPIs
Conversion (Bottom of Funnel)
Drive purchases from engaged audiences
Campaign Types
- ●Conversions
- ●Catalog Sales
- ●Dynamic Product Ads
Content Ideas
- ●Dynamic product ads showing viewed/carted items
- ●Limited-time offers and new collection launches
- ●Social proof: reviews and UGC with product tags
- ●Free shipping thresholds and bundle offers
KPIs
Retention
Re-engage past customers for repeat purchases
Campaign Types
- ●Custom Audience Retargeting
- ●Email List Targeting
Content Ideas
- ●New arrivals and restocks for past buyers
- ●Cross-sell complementary products
- ●Loyalty and community content
- ●Seasonal collections and exclusive access
KPIs
Audience Segments
Target audience segments across custom, lookalike, interest, and behavioral categories
| Segment | Type | Description | Est. Size | Priority |
|---|---|---|---|---|
| Website Visitors (30d) | custom | All site visitors in last 30 days | TBD after pixel install | high |
| Add to Cart (60d) | custom | Users who added items but didn't purchase | TBD | high |
| Past Purchasers | custom | Customer list upload for exclusion and retention | TBD | high |
| Lookalike — Purchasers (1%) | lookalike | 1% lookalike based on purchaser list | ~2M (US) | high |
| Lookalike — High-Value (1%) | lookalike | 1% lookalike based on top 25% customers by LTV | ~2M (US) | medium |
| Body Positivity Interest | interest | Interest in body positivity, self-love, body confidence | ~15-25M | medium |
| Comfort Fashion Interest | interest | Interest in comfortable fashion, loungewear, wireless bras | ~20-30M | medium |
| Competitor Brand Interest | interest | Interest in ThirdLove, Lively, Parade, etc. | ~5-10M | medium |
| Premium Lingerie Shoppers | behavioral | Women who shop for premium/luxury lingerie online | ~8-15M | high |
Social Profiles
Current social media presence and performance metrics
Profile active with growing following. ~3K subscribers confirmed in meeting.
TikTok
@@epoche.studiiosProfile exists, linked from website footer. No significant following yet.
High-priority platform to create. 80% female users, 34-40% lower CPAs than Meta, ideal for lingerie discovery.
Needed for Meta Business Manager and ad campaigns. Community building via groups.
X / Applovin
@Tested & PausedTested briefly but paused — open to revisiting. Limited test, not enough data to evaluate.
90-Day Social Ads Roadmap
Phased rollout plan for social advertising across platforms
Month 1 — Foundation & Launch
Pixel Setup, Audience Creation & First Campaigns
Meta Pixel and Conversions API (CAPI) installation, custom audience creation (website visitors, email list), lookalike audience building, first awareness and consideration campaigns on Meta, creative testing with UGC and brand content, campaign structure and naming conventions established
Month 2 — Optimize & Expand
Creative Optimization, Pinterest Launch & Retargeting
Analyze Month 1 performance and optimize creative, launch retargeting campaigns for site visitors and cart abandoners, expand to Pinterest with Shopping Pins and Idea Pins, test new audience segments, A/B test ad formats and messaging, refine funnel strategy based on data
Month 3 — Scale & Test
Scale Winners, TikTok Test & Full-Funnel Optimization
Scale top-performing campaigns and audiences, launch TikTok exploratory campaigns (Spark Ads), implement dynamic product ads on Meta, optimize budget allocation across platforms based on ROAS, comprehensive performance review and Month 4+ strategy recommendations