How Miss Circle Grew Purchases by 94% With Occasion-Based Targeting and Price Optimization

Overview

Miss Circle is a fast-growing direct-to-consumer fashion brand specializing in bold, statement-making women’s dresses designed in-house. Beloved by celebrities like Lady Gaga, Paris Hilton, and Khloé Kardashian, the brand had built a reputation for high-glamour looks that deliver red-carpet confidence.

As it scaled operations—including the opening of a flagship brick-and-mortar location in SoHo, New York—Miss Circle turned to AdVenture Media Group to take control of paid media and improve performance across the funnel. Their primary goal was to unlock the next level of profitable growth while maintaining brand prestige and customer loyalty.

Challenges

Miss Circle entered the engagement with a strong brand identity and solid organic traction—but was under-leveraging paid search and struggling with campaign structure. Key pain points included:

• Low conversion rate: The store was converting at just 0.55%, well below industry benchmarks, especially for a high-intent product category like fashion dresses.
• Fragmented audience targeting: The same SKUs needed to appeal to vastly different audiences—from 16-year-old prom-goers to 35-year-olds attending weddings—without cannibalizing each other’s experience.
• Limited campaign segmentation: Products across price ranges were lumped into the same campaigns, blurring visibility into which categories actually drove ROAS.
• Under-optimized creative: Ad copy didn’t fully reflect the brand’s vibrant, trendy aesthetic—or the emotional motivations behind dress shopping (special occasions, travel, events).
• Lack of prospecting sophistication: There was no structured funnel strategy to guide new users from awareness to purchase.
  

Miss Circle’s goal was to reach a 5x ROAS benchmark while significantly increasing the volume of purchases and average order value (AOV).

Strategy

AdVenture Media Group developed a multi-pronged strategy focused on both structural improvements and high-impact creative and targeting decisions. Core components included:

1. Audience & Occasion-Based Prospecting

Recognizing that most Miss Circle purchases were driven by a specific life event—prom, birthdays, travel, weddings—the team built out new prospecting audiences anchored in those high-intent signals.

This included:

• Interest targeting around hotels, flights, and destination events
• Lookalike audiences based on past purchasers tied to key date ranges (e.g. April–June for prom)
• “Event-Ready” personas created from historical sales patterns and Shopify data
  

This allowed the team to frame Miss Circle not just as a fashion brand, but as a solution for a very specific and urgent need: finding the perfect dress for a once-in-a-lifetime moment.

2. Colloquial, Social-First Creative

The campaign pivoted away from generic, benefit-focused copy and leaned into the aspirational, playful tone that Miss Circle’s audience loves on platforms like Instagram and TikTok.

Ad copy emphasized:

• Viral phrases and TikTok-friendly language
• Emotional urgency (e.g., “You need this dress for your birthday trip to Miami”)
• Occasions first, product features second
• Influencer showcases

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This modernized the voice and helped bridge generational segments—ensuring the same SKU could appeal to both Gen Z and millennial shoppers.

3. Price-Based Labeling in PMAX Campaigns

To better understand how different price ranges performed, AdVenture implemented custom labels in PMAX campaigns based on product tiers:

• <$100
• $100–150
• $150–200
• $200+
  

This unlocked insights into which products were driving profitable conversions—and allowed the team to either:

• Reallocate spend toward higher-performing categories
• Pause underperforming SKUs entirely
• Move low-volume items to smaller, budget-controlled campaigns to avoid waste
  

This structural clarity created a direct path to improved ROAS.

4. Age-Based Campaign Duplication for Prom

The team duplicated the feed and modified product titles for seasonal campaigns. For prom campaigns, “Prom Dress” was inserted into titles and meta-data, and custom creatives were built for 16–18-year-old shoppers.

Older demographics (e.g. 25–35) were served a separate campaign for the same dresses, framed around wedding guest outfits, summer travel, and event style.

This solved a major tension: how to serve both Gen Z and older women without diluting the brand or alienating either group.

5. Upsell via Promo Codes & Bundles

Ad copy featured exclusive codes like 'MissCircle15', incentivizing larger carts and increasing AOV—especially on higher-ticket items.

This was complemented by plans to launch outfits and bundles, particularly for slower months like June.

Results

Over the course of Q2 2023, Miss Circle saw dramatic and immediate performance lifts across key metrics:

Purchases Increased by 94.4%

• Result of both higher site conversion and significantly more qualified traffic from occasion-based targeting
  

Conversion Rate Improved 34%

• A direct lift tied to better intent signals, high-quality creative, and price alignment
  

Revenue Increased From $665K to $1M via Google Ads

• That’s a 51% jump in revenue quarter-over-quarter despite relatively flat spend
• ROAS exceeded the original 5x goal, closing Q2 at 5.33x overall
  

Average Order Value Increased 14% in Google Ads

• Q1 AOV: $106.71
• Q2 AOV: $122.06
  

Additional Wins

• Peak ROAS of 6.85x in April, demonstrating scalability at high performance when seasonality aligned with targeting.
• More efficient media spend: CPA stayed under $23 while conversion volume nearly doubled.
• Increased store traffic: Plans were laid to drive more foot traffic to the new SoHo location with localized ad creatives.
• Campaign durability: Labeling and segmentation efforts set the stage for long-term scalability across seasonal cycles.
  

What’s Next

With foundational success in Q2, the strategy for Q3 and beyond includes:

• Launching MOF YouTube campaigns to build demand early in the journey
• Segmenting PMAX further by category (e.g. gowns vs. clubwear)
• Dynamically updating product feeds for seasonal shifts
• Leveraging Local campaigns to promote the SoHo store.

Miss Circle’s growth wasn’t driven by generic best practices—it came from deep alignment between media strategy and the emotional reasons people buy a $150+ dress. By tapping into intent, pricing psychology, and event-driven buying behavior, AdVenture helped elevate Miss Circle’s performance without sacrificing its core identity.

Looking to scale performance while keeping your brand edge? Let’s talk.