INTRODUCTION:
In the midst of challenging market conditions, LemonLunar sought our expertise towards the end of Q2 this year, facing a substantial 40% year-on-year decline in sales since the initial ecommerce surge during the early stages of the COVID-19 pandemic and subsequent lockdowns.
The brand aimed not only to counter this sales downturn but also to broaden its global reach, extending beyond the UK market. With a substantial existing social media following, LemonLunar wanted to enhance brand visibility, attract more followers, and run ads with optimal efficiency and profitability. Doing this through Meta, Google & Klaviyo.
Over the course of the last 6 months, the results have been transformative, shifting from a 40% monthly and year-on-year sales decline to a remarkable 30% increase. The blended ROAS from our Meta and Google campaigns reached an impressive 5.23.
HOW WE DID IT:
META & GOOGLE:
Leveraging the brand's robust foundation of existing traffic, customers, and a substantial social media presence, our comprehensive approach involved taking charge of Meta ads, Google ads, and email marketing via Klaviyo. This all-encompassing strategy maximised the potential for success, allowing us to apply our omni-channel strategies across the three crucial channels.
Our strategy involved utilising existing brand content and analysing analytics to identify top-selling products. This initial phase aimed to quickly learn which creatives, messaging, and products resonated best with the audience, forming the basis for an iterative strategy to establish a consistent flow of effective creatives on Meta.
By constantly evaluating key metrics such as MER, CTR, Hold Rate, and Thumb Stop Ratio to name a few on Meta, we dissected creatives to identify winning elements. Thorough audience and strategy testing followed and we began understanding what resonated with where and with who.
Our efforts not only significantly increased sales and revenue but also provided valuable insights into the types of creatives that resonated most effectively on the Meta platform. These insights informed future campaigns, refined the creative strategy, and facilitated the sharing of creative ideas and strategies for future shoots with the brand.
EMAIL MARKETING:
The brand approached us with minimal experience in email marketing, despite amassing over 50,000 email subscribers since its inception. Rapidly onboarding them onto Klaviyo, we initiated the development of impactful email and SMS flows to retain and upsell existing customers and subscribers. Simultaneously, we meticulously crafted a highly effective email campaign strategy. Throughout our partnership, we've achieved a noteworthy milestone by consistently generating 25-30% of the brand's monthly revenue through our Klaviyo-powered flows and email campaigns.
WEBSITE & CONVERSION RATE OPTIMISATION:
Upon analysing the brand's Shopify analytics, we observed that the website lagged behind competitors in design, functionality, and CRO potential for retention and AOV increases. Addressing this, we built a new store, maintaining brand consistency while implementing enhancements known to boost conversion rates. The result was an instant 39% increase in the store's CVR (Conversion Rate).
To some up our first 6 months - we have built a great relationship and even stronger foundations of our omni style strategy for the months and years ahead of working with this amazing brand into 2024 and beyond.
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