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Kleenex Cold Care went on to be one of the most successful new product introductions that Kimberly Clark had ever seen.
Kleenex was introducing a new, 3-layer tissue called Kleenex Cold Care (KCC). However, they were struggling with how to persuade consumers to try this new tissue over other alternatives in test marketing efforts despite it being a uniquely differentiated product feature: KCC was the only tissue with 3-layers of protection. Yet, consumers were not motivated by this functional strategic messaging.
I was the lead consultant on the project and was the point person for helping KCC find a motivating selling proposition for the new brand. The process was to analyze the database of advertising and corresponding business results that was available to me. After ranking thousands of ads and confirming that the point of difference approach "should be" working, I looked further into the top performing ads that were coded to contain points of difference by watching them. I noticed that the best performing ads were delivering an emotional point of difference, not a functional or rational one! So my recommendation to KCC was to strategically position as: "You'll be a better mom by keeping your kids hands cleaner from germs by using our new tissue which is the only one with 3 layers of protection". Magic ensued!
Kleenex Cold Care went on to be one of the most successful new product introductions that Kimberly Clark had ever seen.
Branding,Web Development,Branding,Content Marketing,Marketing Strategy
Beauty
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Bellissimo is one of our flagship clients as we like mutually like to say : we scaled together.
Their online store capped sales as their only traffic source was Facebook advertising for a sustainably long time. When we started working with Bellissimo in 2020, our team set up their email marketing infrastructure. Over the last 2 years we have expanded our ecosystem to include: Influencer Marketing (now collaborating with celebrities like Snoop Dogg, Steve Aoki, Floyd Mayweather and Jamie Foxx), text marketing, social media marketing, and a website revamp complete with hat customization tool.
Bellissimo now sees sustainable increase month over month. This year Bellissimo is seeing 160% more revenue than last year.
Key achievements:
• Influencer marketing strategy and partnerships facilitated in the fashion, sports and entertainment industry: Steve Aoki, Floyd Mayweather, Snoop Dogg Jamie Foxx, Mr. Mature
• 0 to 150k organic monthly impressions on Pinterest within 6 months
• 26k engaged Instagram followers
• created a targeted fan group and grew it to 1k members in one month, now at 3k members; the results have been overwhelming: group members share great content (ie. wearing the brand's products), this "feeding us content" which in return is bringing continuous growth; we also started to monetize the group and gain direct Shopify sales from group members
• Created an automated way to receive customer tags, photos and videos. Now, about 50% of our content is generated by other users which means we get extra reach and impressions without added effort.
For businesses in the ever-evolving world of e-commerce, optimizing email marketing is the key to success. Feedmark Ltd, an e-commerce company, realized the importance of enhancing their email marketing strategy to boost engagement and ensure customer trust. This case study delves into how their partnership with Mayple ushered in a new era of growth and success.
In the dynamic world of startups and business scaling, effective marketing is paramount. The Idea Village, an organization dedicated to helping startup founders scale their businesses through a range of innovative programs, recognized the need to enhance their email marketing strategies. This case study delves into their journey of transformation with Mayple.
Wise Line Tools, a power tool retailer, faced challenges with web sales and marketing. The responsible individual sought Mayple's assistance.
:Unleash your marketing potential with Mayple and embark on a journey to amplify your business's reach and engagement. SSR, a leading authority in tech reviews for the HR, recruitment, and PeopleOps landscape, encountered unique challenges in their email marketing strategy. As the Senior Content Marketing Editor, they needed to address audience engagement and reporting hurdles. This is the story of SSR, a testament to how a strategic partnership with Mayple enhanced their email marketing approach and boosted their KPIs.
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