“I Said Yes” to Record ROAS: Ashley Stewart's Dream
Bridal Debut
In the USA, Ashley Stewart is a powerhouse plus-size fashion brand. For decades, the brand has been celebrating women- and helping them feel their bold and beautiful best. In 2024, the company decided to expand its offerings to a bridal collection. To create a splash with their debut, they needed some expert help, and we were happy to say yes to the offer.
The Challenges
Ashley Stewart had no prior association with bridal fashion, so it had to build its credibility and visibility in this new category. And some major hurdles stood in its way.
No Bridal Background
Bridalwear is an emotionally driven category, and our client had to woo its audience right.
Crowded Arena
The space thronged with established players, known for their signature designs and diehard fans.
Demand for High Impact Launch
The brand needed a sharp marketing strategy plan to build awareness, attract interest, and drive conversions—fast.
Understanding the Assignment
For BrandLoom, the task was not just launching a debut campaign, but creating a blueprint for the brand to build its presence in the bridal category while showcasing the romantic, dreamy collection in the best light.
Forging Ties With Hearts
Resonating with brides and building a narrative powered by confidence and inclusivity.
Engaging People, Creating Buzz
Deploy influencer content, social storytelling, and paid campaigns to generate excitement and draw traffic to their site.
Prepping to be Seen
Gain visibility on the internet and social channels.
Keeping Cash Registers Ringing
Get sales in-store and online while also establishing the bridal collection as a core offering.
Our Step-by-Step Strategy
After outlining our goals for the newly launched category, we focused on creating a campaign
to spark love at first scroll—and click.
01.
Brand Storytelling:
Resonating with brides and building a narrative powered by confidence and inclusivity.
02.
Website & SEO Foundation:
Suggested new category structure, audited competitor tactics, developed blogs targeting bridal-related searches.
03.
Local SEO & GMB Optimization:
Audited key stores, added bridal-related GMB categories, and planned visual + review enhancements.
04.
Influencer Marketing:
Mapped out micro and macro influencer plans across TikTok, Instagram, and YouTube—prioritizing body-positive voices.
05.
Paid Advertising:
Deployed targeted Meta ads focused on search intent, visual appeal, and driving product discovery.
06.
Guest Posting & PR:
Identified high-authority bridal and lifestyle platforms for backlinks, visibility, and trust-building.
The Results
The launch became a love story in its own right, with data to prove it.
Category success from Day 1
Immediate traction in-store and online, with consistent interest in bridal offerings.
ROAS of 18.69
The inaugural campaign delivered record-setting returns while continuing to run strong months after launch.
Low CPC of $2.88
Kept acquisition costs low while getting the best reach and engagement.
226K Unique Visits
Kept acquisition costs low while getting the best reach and engagement.
Improved Visibility
Increased organic impressions through targeted blogging, GMB enhancements, and long-tail keyword strategy.
Conclusion
With an emotional connect and a romantic vibe, Ashley Stewart had a dream launch in the bridal space. With a smart paid marketing strategy, BrandLoom helped Ashley Stewart not just launch a new , product category, but own it.
