+ Primary Objective:

• Increase sales.
• Due to low product margins, minimizing the Cost of Customer Acquisition (CAC) was crucial.

+ Assist with the launch of a new product line: cushions.

+ Prepare for Black Friday and Christmas campaigns to boost sales, addressing the previous year's sluggish performance.

+ Expand the email subscriber list.

As the client already had an in-house marketing team, Adviseo collaborated closely with these specialists, augmenting their expertise. We assumed responsibility for digital advertising, email marketing, and automation, while also conducting certain website-related tasks.

Strategy and planning:

• At the outset of our collaboration, we conducted a marketing audit and competitor analysis.
• We scrutinized Aufora's marketing campaigns and those of its competitors from previous periods, specifically during Black Friday and Christmas, and devised media plans for all marketing campaigns from November to December, incorporating testing of several marketing hypotheses.
• Following the audit, we identified a high percentage of abandoned carts, contributing to increased customer acquisition costs (CAC). To address this issue, we opted for email marketing in conjunction with remarketing campaigns on Facebook, Instagram, Google, and Bing.
• Through the audit and competitor analysis, we identified potential growth areas for targeted advertising both on social media platforms and Google.

Email Marketing:

• Conducted improvements to enhance overall email deliverability for Klaviyo and Shopify (DMARK, DKIM, SPF, dedicated sender domain, etc.).
• Developed and customized the main email template design to align with the website's aesthetics (colors, fonts, mobile-friendly, etc.).
• Updated the design of all current automated emails.
• Analyzed existing automations and worked on their enhancement (ongoing A/B tests).
• Configured additional automations to increase conversion rates.
• Redesigned and configured additional pop-ups to gather visitor contact information.
• Developed a content plan for current and promotional campaigns.
• Prepared and launched campaigns in accordance with the content calendar (copywriting, design, etc.).
• Configured additional segments and managed the contact list.
• Integrated Klaviyo with analytics systems, Facebook, and Shopify.
• Set up automation to collect customer contact data from offline Christmas Shows held in London.

Web Analytics:

• Deeply configured analytics in Google Tag Manager, Google Analytics, HotJar, Microsoft Clarity, Klaviyo.
• Generated custom reports and funnels for data-driven decision-making.

Advertising:

• Audited and analyzed previous marketing campaigns and last year's Black Friday campaigns.
• Created hypotheses lists for testing and media plans to achieve target goals.
• Conducted keyword research and set up and managed search campaigns in Google, including ongoing optimization.
• Set up and managed Google Shopping campaigns.
• Set up, managed, and optimized Facebook and Instagram campaigns, including hypothesis testing.

Web Development Tasks:

• Created a landing page with a form for the Christmas show.
• Developed automation to add people from the Christmas show to the Klaviyo list.
• Developed hypotheses for website improvement to increase conversion rates and collaborated with subcontractors for optimization.
• Participated in creating the Black Friday LP, adjusted categories for Black Friday, configuring Shopify apps for correct display of prices and promotions.

In February 2023, the client decided to close their business to invest in a more profitable venture and approached us with a request to liquidate their inventory within a minimal timeframe while still covering the costs and product expenses.

To tackle this challenge, we proposed a streamlined approach to achieve the goal while ensuring the website's functionality and maintaining minimal activity on social media platforms.

Planning:

• Marketing campaigns and sales were planned for the next 9 months with a minimal budget.
• Efforts were focused on the most cost-effective channels, such as Google Shopping campaigns and email retargeting.

Email Marketing:

• Developed a content plan for current and promotional campaigns.
• Prepared and launched campaigns according to the content calendar (copywriting, design, etc.).
• Optimized automations for retargeting abandoned carts, upselling, and cross-selling.

Advertising:

• Developed a media plan considering promotional campaigns for 9 months.
• Created and managed advertising campaigns, including banner design, ad copy, etc.

Social Media:

• Analyzed the reach of current posts and provided recommendations for improvement (ongoing).
• Developed a content plan for current publications (including promotional and holiday posts and stories).
• Prepared and posted content according to the content calendar (copywriting, design, etc.).

Website Maintenance:

• Updated the website according to the promotional schedule (banners, texts), and worked on categories.
• Utilized Shopify Apps to increase conversion rates, automate price changes on the website, etc.

+ Increased email subscribers by 12 times, aiding in retargeting and cross-selling efforts.

+ Managed to increase the weekly advertising sales volume on average by 9 times compared to the previous year with a breakeven CAC.