STRATEGY / SOCIAL / EMAIL / ADS
Though your bra and underwear don’t need to match, MARY YOUNG was looking for a seamless look across all channels that they could easily slip into.
Mary Young of the namesake brand came to us through another happy client. Looking for a fresh, unified look and more integrated marketing activities, we positioned them to scale with a comprehensive digital strategy and a fresh flow of content.
Every business has customers, but it only makes sense for a namesake brand to have close friends too.
Mary has an intimate knowledge of her product, but the relationship with her customers has always held equal or greater importance. As a way to evolve that connection, we invited the most loyal and engaged followers to become close friends (with benefits). Members were rewarded with access to exclusive promotions, discounts and surprises. They became the first to know about any new sale or product drop, and were added to the MARY YOUNG close friends list on Instagram, where they could view content created for their eyes only.
The intimate nature of their product made it previously difficult to see results through advertising. We stepped in and quickly saw compelling results.
Navigating ad policies is not for the faint of heart. But once we got approval for their first ad campaigns, we were able to generate a 55% increase in website traffic while optimizing cost per click ($0.42), and achieving an average return on ad spend of 4.5x through Q4 2021.
In addition to managing advertising and email campaigns, we performed an audit of strategic email flows, and worked with the team to evolve their automations to better relate to the unique needs of their customers and contribute a higher quantity of return purchases and overall revenue. Over the course of 3 months we delivered 13% email list growth, improved open rate (avg 24%) and click through rate (2%) while maintaining a low unsubscribe rate (0.6%), and ultimately increased monthly email revenue by nearly 80%.
