Raysport: growing a balletwear store in France
Growing a European apparel brand from launch to consistent sales
Raysport is an online store for children’s sportswear, equipment and accessories for ballet and rhythmic gymnastics. Its main market is France.
Main objective
The brand had not promoted its online store before. We launched its first campaigns to generate initial sales and scale the combinations that worked.
Launching campaigns
- We began by testing general sports products and balletwear.
- Campaigns targeted women in France with video and static creatives.
- After a week, general sports products showed weak results because of competition from major brands.
- We focused on ballet products and added rhythmic gymnastics swimwear, which had a higher average order value.
Optimising campaigns
- Further tests confirmed rhythmic gymnastics swimwear performed best.
- We switched optimisation from Purchase to Add to Cart, reducing cost per cart addition from €61.28 to €14.49 and speeding up campaign learning.
- We tested catalogues, carousels, video and static ads; catalogues and video performed best.
- Lookalike audiences based on users who added products to cart also worked well.
Improving the website
We recommended adding reviews, improving product pages and size charts, and enabling PayPal and Klarna. These changes helped increase ROAS from 0.62 to 2.29.
Performance decline and a temporary pause
In September, performance began to fall because there was no new creative content, but we maintained ROAS at 1.97. While new content was being produced, the client paused website ads and focused on Instagram to build brand awareness. The client also began shipping internationally, so we recommended adding local-language versions of the site.
Promoting the Instagram profile
The goal was to grow followers and brand awareness. The campaign generated 1138 new followers at €1.89 each. Sales continued while website ads were paused: 64 orders generated €14,636.67.
Ad creatives
Meta Ads campaign results
Shopify results
Results in numbers
€9 243,40
Total ad spend
55
Sales
€168
Cost per sale
€218,55
Average order value
Conclusion
We built a systematic approach to growth. ROAS improved from 0.62 to 2.29, and cost per cart addition fell 4-fold. We identified rhythmic gymnastics swimwear as the leading category. Website improvements increased conversion. Instagram promotion brought 1138 followers and continued to generate sales.
Next steps
We are gradually restarting the strongest campaigns, based on the markets, products and creative formats that performed best. We are preparing ads for the next product drop and considering a Kickstarter launch, supported by a Meta Ads strategy tailored to the platform.
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