As the Her Wave’s internal team is currently experiencing a period of growth, they needed additional support with managing their marketing efforts. The brand wanted to take a step back, to reflect on their success to date and work on their digital marketing strategy for 2020 with a healthy balance of reactive marketing and forward-thinking planning.
As they had already been doing an amazing job on social, and were generating impressive results, it was our task to reflect on their achievements and establish how we could support their ongoing marketing strategy.
Additionally, as Her Waves were restricted in terms of how much time they could internally spend on marketing, which had limited the scope of their strategy, we wanted to examine which marketing opportunities would be beneficial for Her Waves and would help support their continued success.
- Develop a marketing strategy for 2020!
- Increase the new customer rate by expanding the audience reach
- Unlocking additional marketing channels.
The Plan of Action
Before we jumped into the strategy, we first wanted to ensure that we had “layed the right foundations”. We therefore started with an ecommerce audit which would evaluate where the brand was currently, where they wanted to be and what the potential for growth was. In this audit, we included a deep dive into Google analytics and used a range of tools which could translate how users were interacting with the brand such as; performance by channel, the conversion funnel, device usage and geographic data. We also look at the health of the website and the brands visibility in search; for example, how many keywords they have indexed and what search terms are currently driving traffic? We then audited each channel, for instance their social media, and used this information to further inform our audience insights and customer profiles.
The next step was talking these insights through with the brand, which offered a great opportunity for us to get under the skin of the brand in an open and collaborative way and allowed us to understand the brands vision and see the challenges that they were facing. It also highlighted key opportunities for quick wins and areas where we could grow. After this audit we pulled together a strategy document which used the SOSTAC methodology; situation analysis, objectives, strategy, tactics, actions and control.
Once the strategy was decided, we were ready to implement the actions and help launch the spring collection! Paid social advertising was the first priority as well as designing creative for the ads and CRM. Working together, we dissected the campaign messaging so we could understand how to communicate the campaign across each stage of the funnel.
- A full strategy document and audit the brand could keep and use as a point of reference for future campaigns.
- A strong working relationship between Her Waves and Digital Cake.
- Our collaborative paid social campaigns have an ROAS of 7.5 across all campaigns, with new customers a ROAS of 12, and we look forward to continuing this success into the rest of 2020!