Key Takeaways:

Brand Summary >> D2C eCommerce producing in-house fine jewelry that’s internationally sold.

Work Summary >> Brand Strategy > Web Content & Design > Paid Advertisement; Facebook/Instagram > Email Marketing

Outcome Summary >> Developed Holistic Brand Messaging > Increased Average Weekly Email Sales by ~230% > Decreased Average Cost per Engagement from $.30 to $.08 > Increased ROAS by 3x

The Challenge:

Baby Gold struggled to identify its target market and increase brand awareness after launching a new website on Shopify. While Baby Gold found slow and steady growth from their social media efforts, they continued to struggle to find an authentic voice that reached a concentrated demographic of mothers and children to scale the business. It was important to BG that we find them a truly authentic voice and develop a clear strategy that produced further results in converting a clearly defined target market. We were brought on to produce measurable results in managing BG’s email marketing, Facebook/Instagram advertising, search traffic, and overall brand message. If we could further develop a brand with a niche market, distinct values, and message while clearly identifying what target personas to reach, this D2C operation could stand apart from the competition.

The Solution:

Baby Gold lacked direction on its target market, holistic brand messaging and tracking & measuring results. The first order of business was to lead a 2-day brand strategy meeting with the founders where my team and I reviewed their analytics, developed BG’s value propositions, determined five target personas, and produced new marketing copy to be incorporated on their website and advertisement henceforth. Next, my team and I developed and executed a clear marketing-to-sales map with how to attract, connect, close and delight each respective target persona. In this marketing-to-sales map, we created a reporting system on behalf of Baby Gold that tracked responsible parties, metrics of success, boulders or barriers faced along the way, weekly goals, and total costs. With a clearer direction and accountability in place, we were successful in increasing their average weekly email sales from $300 to ~$1,000 in one week of working with BG. Lastly, my team and I put together a paid ad strategy that tested their newly created target persona audiences and spends over the course of 2 months. We then applied our learnings to monetize campaigns by streamlining audiences, optimizing ad content, and allocating budgets to ad sets that were performing well enough. Ultimately, we increased the efficiency of their ads by bringing down the average cost per engagement from $.30 to $.08.