Data-led D2C pivot.

Driven by both established and new customers, we were able to support a merchandising strategy that successfully moved previously unsold merchandise, while creating an entirely new level of brand demand. We established a performance baseline of data analytics and measurement and then began a complete overhaul of UX, content, SEO, and an aggressive multi-channel digital media acquisition that spanned search, social, programmatic, detailed audience planning, and performance creative.

Performance tracking shows brand and product searches have risen 4x since implementation, and our strategy continues to drive brand demand. Within this was a new strategy to share a fresh brand story that attracted a digital-first buyer, specifically on Facebook and Instagram. We updated the website to reflect these changes. While new, this brand story still resonated with loyal customers, and we made sure to prioritize their digital access.

While maintaining low ad spend benchmarks, we achieved a sustainable return on a 10x increase of ad spend to launch brand products. With our new brand story, we created a “Back to Bali” performance creative ad concept that visually highlighted the renewed ownership of the brand story and messaging — and this data-driven storytelling paid off.