Maggy London is a leading fashion house dedicated to creating dresses that leave women looking and feeling confident. Since its founding in 1979, Maggy London has launched its price-conscience sister brand, London Times, as well as plus-sized lines, London Times Curve, Donna Morgan, and Luxely.

For more than 40 years, Maggy London has built a robust presence in department stores worldwide. While its brick-and-mortar sales were booming, Maggy London sought to expand its eCommerce presence to maintain competitiveness with other major fashion houses.

Naturally, the Maggy London team turned to digital marketing as a critical driver of brand awareness, customer acquisition, and site traffic. But, as its marketing efforts began to scale rapidly, the team suddenly found themselves managing millions in annual ad spend — and extracting value from paid social became an increasingly difficult task.  

With more resources, Maggy London would be able to bolster its already strong marketing strategy. Its team’s search for an experienced partner to provide expert-level guidance on campaign structure, positioning, and spend optimization ultimately led them to Proxima.

With Proxima’s team of experts at its side, Maggy London curated a paid media and email marketing strategy that skyrocketed incremental reach, revenue, and efficiency. Between strategic weekly meetings and ad-hoc campaign sanity checks, Proxima's constant support and guidance have been vital to Maggy London's eCommerce success. Here’s how it went down.

Meta: Custom audiences fuel growth and incremental reach

After a brief ad account audit, Proxima found that targeting, specifically with custom lookalike audiences, was a key point of untapped potential for Maggy London. So, the Proxima team tapped into its massive dataset (of over 65 million shoppers and $17B in purchases across thousands of eCommerce stores) to generate high-intent AI Audiences for Maggy London to target with ads. 

Our team achieved this by analyzing the shopping trends of Maggy London’s customers across the Proxima network. These trends include the stores they shop at, categories they prefer, products they buy, how much they spend, purchase frequency, and much more. 

Next, we constructed potent seed audiences comprised of shoppers who display similar purchase behaviors to Maggy London's top customers. Those enhanced seeds formed the basis of custom lookalike audiences, which Proxima loaded into Maggy London’s Ads Manager via Meta’s API within minutes. 

Leaning into custom lookalike audiences was fundamental in helping the Maggy London team diversify their budget beyond ASC and broad targeting, reach new audiences, and efficiently scale ad spend.

But the story doesn’t stop there. Proxima’s custom audience technology extends well beyond the Meta ecosystem.

Klaviyo: Transforming email marketing into a profit-driving engine

Our team also discovered untapped growth opportunities within Maggy London’s email marketing and retention strategies. We conducted a Klaviyo account audit and RFM (Recency, Frequency, Monetary Value) analysis to construct new segments, enabling Maggy London to craft more personalized messaging, increase the number of monthly emails sent, and extract more revenue from its customer list.

These combined efforts led to significant gains in:

• Number of emails sent (increased by +2.2x)
• Open rates (saw a lift of +4%)
• Revenue per recipient (grew by +37%)
• Campaign attributed email revenue (surged by +178%)
• Account-wide share of total store revenue (increased by +5%)

Partnering with Proxima helped Maggy London elevate its eCommerce strategy, find new audiences, and extract the maximum value from its growing marketing budget.

And the results speak for themselves:

• 90% increase in Meta ad spend
• 27% increase in paid social CVR 
• 178% increase in email campaign revenue

Moving forward, Maggy London plans to collaborate with Proxima to lean into creative iteration as an additional growth lever on Meta. Its team is eager to leverage Proxima’s in-depth knowledge to drive marketing performance even further.