B2C Sustainable Fashion Buyer

=== PERSONA TARGETING TRANSLATION ===
Persona: Sustainable Fashion Buyer Alex

GOOGLE ADS TARGETING:

Demographics:

• Age: 22-34
• Gender: All
• Household Income: Top 50%
• Parental Status: All

Audience Segments:

• In-Market: Apparel & Accessories > Ethical/Sustainable Fashion
• Affinity: Green Living Enthusiasts, Socially Conscious Consumers
• Custom Intent: “sustainable fashion”, “ethical clothing”, “organic apparel”, “eco-friendly brands”, “minimalist wardrobe”

Keywords (for Custom Intent):

• “sustainable fashion brands”
• “ethical clothing online”
• “organic cotton clothing”
• “eco-friendly apparel”
• “minimalist fashion”
• “fair trade clothing”
• “vegan fashion”

Placement Targeting:

• Sites: GoodOnYou.eco, TheGoodTrade.com, FashionRevolution.org
• YouTube: Sustainably Vegan, Venetia La Manna, Sustainably Chic
• Blogs: EcoWarriorPrincess, StyleWise, Conscious Life & Style

Geographic: Europe (All countries)

META ADS TARGETING:

Location: Europe (All countries)

Demographics:

• Age: 22-32
• All genders

Detailed Targeting:

Interests (match ONE):

• Sustainable fashion
• Ethical consumerism
• Organic food
• Environmental activism
• Minimalism
• Zero waste lifestyle
• Veganism

AND must match ONE:

• Patagonia
• Everlane
• Reformation
• Eileen Fisher
• Stella McCartney
• Online shopping

Behaviors:

• Engaged Shoppers
• Online shoppers (apparel)
• Environmentally conscious buyers

Income: Top 50% of zip code

Combination Strategy: Interest (sustainability/ethical) AND Brand affinity AND Online shopping behavior (narrows to premium buyers)

Audience Size Estimate: 1.2M-1.5M (Europe-wide)

Placements: Prioritize Instagram Feed/Stories (visual appeal crucial for fashion)

Lookalike Strategy: 1-2% of quarterly purchasers, narrow with sustainability interests

LINKEDIN ADS TARGETING:

NOT RECOMMENDED for this persona

LinkedIn targets professional attributes rather than lifestyle and values. Sustainable fashion buyers are better reached via:

• Meta (Instagram): Visual storytelling, lifestyle alignment
• Google: Search intent for specific eco-brands

LinkedIn CPM 3-4x higher without relevance advantage for B2C lifestyle purchases. Professional targeting (job title, company) doesn’t align with values-based fashion purchasing behavior.

TARGETING STRATEGY RECOMMENDATIONS:

PHASE 1 (Week 1-2): VALUES-BASED DISCOVERY

• Meta/Instagram: Primary focus - sustainability interests + brand affinity
• Google Display: Target eco-lifestyle sites and sustainable fashion publications
• Google Shopping: Organic/sustainable product categories
• Budget: €4,000 (€2,800 Meta, €1,200 Google)
• Goal: 40-60 purchases, establish baseline CPA

Strategy: Lead with visual storytelling on Instagram showing product ethics, craftsmanship, and minimalist styling. Test 3-4 ad sets with different interest combinations.

PHASE 2 (Week 3-4): RETARGET & REFINE

• Meta: Retarget site visitors with abandoned cart sequences
• Meta: Create 1% lookalike of purchasers (highest LTV)
• Google: Dynamic remarketing for cart abandoners
• Google: Expand to YouTube pre-roll on sustainability channels
• Budget: €5,500 (adjust split based on Phase 1 performance)
• Goal: 2.5x+ ROAS on retargeting

PHASE 3 (Month 2+): SCALE WINNERS

• Expand lookalikes to 2-3% (while maintaining quality)
• Test seasonal campaigns (capsule wardrobe, spring minimalism)
• Implement email capture campaigns (sustainability guides) for nurture
• Build custom audiences from email subscribers
• Quarterly collection launches with retargeting sequences
• Budget: €8,000+

EXPECTED PERFORMANCE:

Meta/Instagram:

• Cold traffic: €40-65 CPA
• Retargeting: €25-35 CPA
• Target ROAS: 3.0-4.0x (premium pricing supports margins)

Google Display/Shopping:

• Display: €50-75 CPA
• Shopping: €35-55 CPA
• Target ROAS: 2.5-3.5x

Key Metrics to Monitor:

• AOV (track if targeting attracts quarterly premium buyers)
• Customer LTV (quarterly repeat buyers are gold)
• ROAS by interest segment (some eco-interests higher intent than others)
• Instagram engagement rate (values alignment drives shares/saves)
• Time to second purchase (goal: under 90 days)

Recommended Budget Split:

• Phase 1-2: 70% Meta, 30% Google, 0% LinkedIn
• Phase 3: 65% Meta, 35% Google (as retargeting grows)

Minimum Test Budget: €4,000
Timeline: 3-4 weeks to optimization (B2C fashion faster than B2B)
Target: 3.5x+ ROAS by Month 2

ADDITIONAL RECOMMENDATIONS:

Content Strategy:

• Instagram: Behind-the-scenes supplier/factory visits (transparency)
• Stories: Customer styling tips (minimalist capsule wardrobe)
• Reels: Garment lifespan (quality over quantity messaging)
• UGC: Reshare customer outfit posts with #YourBrandStyle

Conversion Optimization:

• Highlight certifications: GOTS, Fair Trade, B Corp
• Show environmental impact metrics (water saved, carbon offset)
• Offer virtual styling consultations (premium service for premium price)
• First-purchase discount via email capture (15% off sustainability guide download)

Audience Exclusions:

• Fast fashion brand interests (Shein, Fashion Nova, Boohoo)
• Budget/discount shopping behaviors
• Unengaged social users (lower conversion likelihood)

Seasonality Notes:

• Q4: Gift-giving campaigns (“gifts that give back”)
• January: New Year minimalism/decluttering mindset
• Earth Day (April): Peak values-alignment messaging
• Quarterly: Align with collection drops, create urgency with limited stock messaging