Goodfair is an online recycled clothing retailer focused on reversing the negative effects of consumerism. Unlike ThredUp or a normal thrift store, customers purchase "product categories or bundles" and are sent an eclectic mix of items adding a mystery element to the experience.

Challenges:

• Often sold out of in-demand product categories, making it hard to scale top-performing ads
• Didn't have a consistent stream of new content
• Always had an abundance of low-converting product categories that they wanted to push

Strategies:

• Immediately created evergreen ad content that converted well and was scalable since it wasn't tied to a specific product
• Worked with the client on an influencer outreach plan to build up their asset library—used this content to create eye-catching videos that focused on the styling of the products, while also highlighting Goodfair's mission
• Pitched the client on product-specific influencer outreach initiatives to get more creative (and hopefully higher converting) content featuring the products that were a tougher sell

• Break-even ROAS = 5.7

This is a fairly young business that the client started in this spring, so reaching a proper sales volume was part of the strategy as well.

• Increase conversions from free users to paid users

They were a small startup with a large in-person network, but not a lot of digital presence. They had just launched their website, but didn't have any marketing or understand a lot of the basics of running an e-commerce store.

I was brought on specifically to start and implement their email marketing as well as be a trusted advisor in all other realms of their marketing: social media, paid advertising, SEO, and UX.