We took this brand from no clear identity, and declining sales to 33% growth season on season, with 55% driven from Paid Ads revenue. We doubled Google Paid Ads Revenue and Increased the online conversion rate by 4%, making Summer 23/24 the best result on record.
We took this brand from no clear identity, and declining sales to 33% growth season on season, with 55% driven from Paid Ads revenue. We doubled Google Paid Ads Revenue and Increased the online conversion rate by 4%, making Summer 23/24 the best result on record.
We took this brand from declining sales to 33% growth, with 55% driven from Paid Ads. We doubled Google Paid Ads Revenue and Social Ads revenue throughout 2024.
Following two seasons of decline, Isle of Mine had lost its loyal following and was also struggling to connect with a new customer. Without a clear brand identity, in a stable of three brands, Isle of Mine was being cannibalised by its sister brands.
Social Ad revenue had more than halved, and the channels were not profitable with ROAS below 1 – effectively spend was not covering expenses.
With a very strong wholesale network, the market approach needed to ensure marketing was high end, and value driven. We could not grow aggressively with the direct-to-consumer opportunity at the risk of the retail network.
We were looking to grow sales by 20% and to scale Paid Ads ROAS to a minimum of 3.
Working as the CMO, to deeply understand the growth and performance issues of the brand, and to unify external stakeholders across Paid, Organic, Website Development and Content.
The first step was to create a compelling brand identity, that uniquely positioned Isle of Mine and minimised cannibalisation with sister brands, but also allowed for a go to market strategy that engaged with a target market ready to buy.
Working across all aspects of the digital landscape, optimisations were made to the Website, Social Media organic strategy, email marketing strategy, influencer relationships and Social Media and Google Ads.
The website was completely redesigned, and relaunched to capture CRO and UX improvements, improving speed, load times as well as product page anatomy. We took underperforming ROAS, and rebuilt across two seasons.
We developed a strong focus on bringing new eyes on the brand, focusing first on audience targeting and then on coordinating creative assets that supported the clarified brand positioning.
We redesigned the strategy of Abandoned Cart and Abandoned Browse email series.
We leveraged AI Powered Ad Solutions that were emerging to drive conversions, and continually tested to optimise towards profitable results and began testing different email marketing strategies, reinvigorating loyal customers with ad-hoc rewards and offers, and nurturing new customers with clear reasons to buy.
We took this brand from no clear identity, and declining sales to 33% growth season on season, with 55% driven from Paid Ads revenue.
We doubled Google Paid Ads Revenue and continued to grow both this revenue and Social Ads revenue throughout 2024. Growing the total customer base by 33%
We also increased the online conversion rate by 4%, making Summer 23/24 the best result on record.
Sales growth season on season
growth driven from Pai Ads
Online conversation rate increase
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