Oh Polly: Growth Without Compromising Efficiency

How Oh Polly Levelled Up From Last Click to Fospha

Oh Polly is a fast-growing, women's fashion retailer with a large social media following. Over the last 5 years, they have rocketed to success with a savvy social-media and influencer-first strategy. One of Oh Polly’s key goals was to continue sustained growth, particularly in the US, whilst improving marketing performance reporting. Tracking the effectiveness of Paid Social Media channels using traditional Last Click attribution models and ad platforms was becoming increasingly challenging.

Having tried click-based attribution providers like Triple Whale, Oh Polly turned to Fospha’s impressions and click modelling to get a holistic view of measurement across the funnel and understand which channels could accelerate growth.

Oh Polly were keen to move fast in order to get greater visibility into how their upper funnel channels were performing. Fospha’s no tag, no code implementation meant that onboarding was fast and painless, with Oh Polly going live within 27 days.

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Immediate results: spend up 85% with CAC improvement of 25%

In line with Oh Polly's growth goals in the US, the Fospha Customer Success team identified opportunity in Snapchat and designed a test to scale Snapchat within the US market. Fospha worked closely with Oh Polly to define measures of success and provide insights into optimizations.

This initial 21-day test led to extraordinary results - Oh Polly scaled spend by 85% whilst improving efficiency with CAC dropping by 25%. This would not have been visible through Last Click or other click-based models as Snapchat is a mobile-first, impression-led channel. In fact, Google Analytics only captured 6% of Snapchat conversions during the test, leaving Oh Polly without visibility of 94% of their marketing performance.

These results have given Oh Polly the confidence to continue scaling spend in Snapchat. Since Oh Polly have gone live with Fospha at the start of March, they have scaled Snapchat US spend by 233% which has led to an impressive 278% uptick in revenue. Snapchat has become one of Oh Polly’s most efficient channels in the US with CAC and CPP reducing by 20% on average.

During this period of increase Snapchat investment, Oh Polly also saw an improvement in overall blended metrics. Revenue increased by 46%, whilst still hitting overall CAC and ROAS growth targets.

Using Fospha data to make decisions has been instrumental to Oh Polly’s US growth. Internal marketing reporting has been strengthened through intelligence emails and GenAI reports.