2. E-commerce / DTC

Whish Body

Whish Body, a leading skincare brand specializing in natural and organic body care products, aimed to accelerate its e-commerce growth by focusing on targeted paid social media advertising and personalized email marketing. The performance marketing strategy was designed to increase brand visibility, drive online sales, and enhance customer retention through compelling social media campaigns and automated Klaviyo email flows. By leveraging data-driven insights and creative content, Whish Body sought to attract new customers, re-engage existing ones, and build lasting relationships, positioning itself as a go-to brand in the competitive skincare market.

The Challenge

1. Increase Brand Visibility and Awareness: Enhance brand visibility in a crowded skincare market through effective paid social media campaigns. Overcome the challenge of standing out among competitors and reaching potential customers who are interested in natural and organic body care products.

2. Drive Online Sales Through Paid Social Advertising: Maximize the effectiveness of paid social media advertising to drive traffic to the e-commerce site and convert visitors into customers. Ensure that ad spend is optimized to achieve a high return on investment (ROI) while keeping cost-per-acquisition (CPA) low.

3. Enhance Customer Retention and Engagement: Improve customer retention rates by developing personalized email marketing strategies using Klaviyo. Address the challenge of maintaining engagement with existing customers and encouraging repeat purchases through targeted and relevant content.

4. Optimize Marketing Spend for Maximum ROI: Efficiently allocate marketing budgets across social media and email channels to achieve the highest possible ROI. Focus on refining targeting strategies and ad creatives to drive cost-effective customer acquisition and retention.

5. Build a Loyal Customer Base: Foster brand loyalty and build a strong community of repeat customers by creating engaging and personalized experiences. Overcome the challenge of turning one-time buyers into loyal brand advocates through strategic use of social media and email marketing.

1. Paid Social Media Advertising:

Tactics

•Targeted Social Ads for Customer Acquisition: Ran paid social media campaigns on platforms like Facebook, Instagram, and Pinterest, focusing on demographics such as skincare enthusiasts, health-conscious consumers, and eco-friendly shoppers. Used compelling visuals and carousel ads to showcase Whish Body’s range of natural and organic body care products, highlighting key benefits such as clean ingredients and effective results.

•Dynamic Product Ads to Re-Engage Visitors: Implemented dynamic product ads on social platforms to retarget users who visited the website but did not make a purchase. These ads featured personalized content based on the products users had viewed, encouraging them to return to the site and complete their purchase.

•Lookalike Audiences for Expanded Reach: Leveraged lookalike audiences on social media platforms based on existing high-value customers to reach new potential buyers with similar interests and purchasing behaviors. Tailored ad creatives to emphasize Whish Body’s unique selling points, such as sustainable practices and customer testimonials, to attract new customers.

•Shoppable Posts and Stories for Instant Purchases: Utilized shoppable posts and stories on Instagram and Facebook, allowing users to directly purchase products from the ads. This seamless shopping experience reduced friction in the buying process, leading to higher conversion rates.

2. Klaviyo Email Marketing Campaigns:

Tactics

•Personalized Email Campaigns for Customer Retention: Created segmented email campaigns using Klaviyo to nurture leads and retain existing customers. Segmented email lists based on purchase history, browsing behavior, and engagement levels to deliver personalized content and product recommendations tailored to individual preferences.

•Automated Drip and Welcome Series Campaigns: Implemented automated drip campaigns to engage new subscribers and onboard them smoothly. The welcome series included an introduction to the brand’s story, product benefits, and exclusive first-time purchase discounts to encourage conversions.

•Cart Abandonment and Win-Back Campaigns: Designed targeted cart abandonment and win-back email campaigns using Klaviyo’s advanced segmentation tools. Sent timely reminders and exclusive offers, such as discounts or free shipping, to users who abandoned their carts or had not purchased recently, incentivizing them to return and complete their transactions.

•Re-Engagement Campaigns for Inactive Subscribers: Launched re-engagement campaigns to re-activate inactive email subscribers with personalized content, product updates, and special promotions. Focused on showcasing new product launches and customer reviews to renew interest and encourage purchases.

3. Performance Monitoring and Continuous Optimization:

Tactics

•Real-Time Analytics for Campaign Performance: Set up real-time analytics dashboards to monitor key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and cost-per-acquisition (CPA) across social media and email campaigns. Used these insights to make data-driven decisions and optimize campaign performance.

•A/B Testing of Ad Creatives and Email Content: Conducted A/B testing on social ad creatives, email subject lines, and email content to identify the most effective combinations for driving engagement and conversions. Continuously refined strategies based on test outcomes to improve results.

•Budget Allocation Based on Performance: Regularly reviewed campaign performance to allocate budget dynamically across high-performing social media and email campaigns. Focused on scaling successful strategies to maximize ROI and minimize cost-per-acquisition.

1. Paid Social Media Advertising:

Results

•55% Increase in Social Media-Driven Sales: Targeted social media campaigns on Facebook, Instagram, and Pinterest resulted in a 55% increase in sales directly attributed to social channels, effectively converting skincare enthusiasts and eco-conscious consumers into customers.

•40% Growth in Engagement Rates: Compelling ad creatives and targeted dynamic product ads led to a 40% growth in engagement rates, with significant increases in likes, shares, comments, and direct messages from potential customers.

•35% Higher Conversion Rates from Shoppable Posts: Shoppable posts and stories on Instagram and Facebook achieved a 35% higher conversion rate, providing a seamless shopping experience that encouraged immediate purchases and reduced drop-offs.

•30% Increase in Reach Using Lookalike Audiences: The use of lookalike audiences expanded reach by 30%, successfully attracting new customers with similar interests and purchasing behaviors to existing high-value customers.

2. Klaviyo Email Marketing Campaigns:

Results

•50% Increase in Email-Driven Revenue: Personalized and segmented email campaigns using Klaviyo contributed to a 50% increase in revenue generated from email marketing, effectively nurturing leads and retaining customers with relevant content and offers.

•45% Improvement in Open Rates and Click-Through Rates (CTR): Segmented and targeted email campaigns saw a 45% improvement in open rates and CTR, engaging recipients with personalized content and driving them back to the website to make purchases.

•40% Recovery Rate on Cart Abandonment Campaigns: Cart abandonment and win-back campaigns achieved a 40% recovery rate, successfully re-engaging users who had abandoned their carts and converting them into completed sales.

•35% Re-Engagement of Inactive Subscribers: Re-engagement email campaigns effectively re-activated 35% of inactive subscribers, renewing their interest in Whish Body’s offerings and prompting them to make new purchases.

3. Overall Campaign Impact:

Results

•7X Return on Ad Spend (ROAS) Across Paid Social Channels: The integrated performance marketing strategy on paid social platforms achieved a 7X ROAS, demonstrating the effectiveness of targeted ads and strategic audience segmentation in maximizing the impact of ad spend.

•60% Increase in Customer Retention Rates: Enhanced email marketing efforts through Klaviyo, combined with targeted social media campaigns, contributed to a 60% increase in customer retention rates, fostering brand loyalty and encouraging repeat purchases.

•Significant Growth in E-Commerce Sales and Customer Base: The comprehensive strategy led to substantial growth in e-commerce sales and expanded Whish Body’s customer base, reinforcing its position as a leading player in the natural and organic skincare market.

Here’s a collection of my insights on growth and marketing tailored for SaaS, B2B, eComm and DTC. Dive in, explore, and share your feedback! 😊

Back

Next Project

Equity Bank

Whish Body

The Challenge

The Solution

The Results

Explore My Essential Growth Marketing Resources

Next Project