Esteli had found success in selling at boutique retail locations and outdoor events. As the owner looked to scale up her customer acquisition she turned to digital as the next logical step. However the cost of acquiring a customer online was too high and prohibited the return numbers needed to sustain growth.
We had to take a top-down approach with Esteli, working with the founder to crystalize the why, the purpose for her brand into a clear and concise offering that would reach out across the screen and convince an online browser to take the next step and become a customer.
Once we had this statement really hammered out and agreed upon we built all of the brand's assets around this single concept. Website, copywriting, ad design, messaging, email, all crafted to communicate the true value of the brand.
With strong messaging assets in place we were able to turn around failing ad spend and create profitable growth.
Marketing Strategy,Branding,Content Marketing,Copywriting,CMO,Other,Web Development,Branding,Paid Ads,Paid Ads,Google Shopping,Web Development,Email Marketing
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Andrea joined Fellow as the Director of DTC eCommerce - a Series B, coffee gear startup in San Francisco. She led the eCommerce B2C business, responsible for the P&L, eCommerce marketing and website product roadmap.
When she joined, the team has experienced some success with the first year of the pandemic, due to people investing in their home coffee brew bar. The challenges she faced were: there was no eCommerce team, no growth strategy, limited resources and budget, few business processes + low cross-team cohesion.