Locello believes that every woman should have access to elegant and durable eyewear. Their vision is to ensure a combination of quality, practicality, aesthetics and accessibility.
Locello believes that every woman should have access to elegant and durable eyewear. Their vision is to ensure a combination of quality, practicality, aesthetics and accessibility.
We grew this Women’s Sunglass brand +75% in 6 months with a solid Brand Strategy and effective Digital Marketing and Ambassador execution all with a Small Marketing Budget. By creating a new brand strategy with a solid brand persona, we recruited the right fit Ambassador, to then elevate organic, paid and email marketing to exceed our sales target.
When we commenced, Locello was struggling to connect with the target market without a clear brand vision or positioning. The brand was coming off the back of COVID, where ecommerce sales were peaking, but had since flat lined.
Sales were doing reasonably well within the wholesale network, but direct sales online had stagnated. There was an opportunity to grow brand awareness direct to the consumer and create B2C demand at full margin.
The objective was to reposition the brand to a strategic target market to build awareness and drive conversion. Our targets were to grow Online Sales by 25%, with a target of $25k for July – December 2023. We aimed to improve to 2% conversion rate target, from 1.5%.
Drawing on our key learnings and insights we created a marketing strategy, with the following objectives:
Increase brand awareness amongst the “Locello Woman.”
Drive a strong promotional calendar to incite purchase and leverage key online retail events such as Click Frenzy, Black Friday etc.
Establish a ”face of the brand” to strategically reposition the brand and create self identification for the “Locello Woman.”
Consistently market using Google Ads, Meta Ads and Email to drive both branding and conversion objectives.
Before we created the Marketing Plan for Locello, we completed a full digital audit. This involved assessing Shopify, Google Analytics, Google Ads, Social Platform and Social Ads data, to gain a data informed approach, and identity the key opportunities for growth.
We examined the Website, reviewing the customer journey and identified CRO opportunities to ensure any marketing strategy in place would be supported by the most effective website experience for the customer.
We assessed the brand strategy and identified a huge area of opportunity that Locello as a brand did not stand for anything. It did not connect with a consumer and had a fragmented brand presence.
In the 6 month period of the marketing campaign we launched Beck Stevens as the face of Locello, and launched 7 new styles for the season. With a consistent strategic marketing approach, we delivered $35.8k in online sales, +75% the prior period and a 43% improvement on the online sales growth target in place.
We improved all metrics to the prior period including Add to Cart +41%, Checkout reached +46% and Session Converted +36% – delivering a conversion rate of 2.01% against the targeted 2%.
Through brand awareness campaigns and the ambassador reach, we drove awareness and consideration – evidenced by the growth in email subscribers by 69%.
We also delivered more sales from all activities.
Increase in email subscribers
More revenue from Google Ads
Sales increase through Meta Ads
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