How we Optimized Doe Lashes’ Customer Journey to Boost Klaviyo Revenue — All While Sending Fewer Emails.
Project Overview
We helped Doe Lashes work smarter, not harder, to drive 3x more revenue with Klaviyo with 10% fewer emails. As a company with a stellar product and strong existing brand voice across other channels, Doe Lashes’ CRM needed to work smarter, not harder. They came to Lunar Solar Group with the following goals:
- Boost Klaviyo revenue to be in line with key industry benchmarks
- Improve customer experience by utilizing new forms of creative to leverage existing brand identity
- Create an effective and efficient Octane-CRM personalized
experience
We re-tooled Doe’s customer experience and ecomm ecosystem. The new CX took a customer-centric approach to simplify CRM. With customers coming in from 5+ platforms, it was critical to scale back email cadence and focus on quality over quantity.
Post-Quiz Flow
The highlight of the Doe brand experience is their Octane AI lash quiz — a funnel that uses personalization to find your perfect lash style.
If a user doesn’t convert immediately, the next touchpoints are critical. We created a distinct post-quiz flow that infuses personalized lash results and brand education.
To further promote the quiz, we geared both the welcome and abandoned cart flows toward the lash quiz for non-purchasers, making the funnel end with quiz to conversion.
Campaigns
While automations are a key part of the customer journey, campaigns play a heavy hand as well. We updated campaign creative to build a cohesive brand story — so that no matter where a user was in their customer journey, CRM effectively spoke to them across flows and campaigns.
By creating a personalized and branded email experience, we successfully pushed users to convert, making them feel intimately connected to the products themselves and looked after by the Doe brand.
Because in the end, it’s about the customer.
Read More Case Studies
Vita Coco: From Online Growth to IPO and Beyond.
Vita Coco needed to expand their reach to retain market share and prepare for their upcoming IPO. Learn how Lunar supports Vita Coco’s continued growth.
Enso Rings: Designing a Digital Experience.
After a successful pitch on Shark Tank, Enso Rings needed to quickly scale up their online presence and develop a strong digital marketing strategy.
Enso Rings: Designing a Digital Experience.
Designing a Digital Experience for Enso Rings: Increasing Revenue and Boosting Retention.
Project Overview
After a successful pitch on Shark Tank led to national consumer attention and several high-profile partnerships, Enso Rings needed to quickly scale up their online presence and develop a strong digital marketing strategy.
To accommodate increasing product demand — particularly after announcing a partnership with Disney — and optimize search engine marketing and overall digital strategies, they needed creative assets that were dynamic, eye-catching, and could be used in a variety of ways.
Enso turned to Lunar Solar Group for full-service partnership, including a nine-month content engagement with Satellite Studio to create a pipeline of diverse creative assets.
01. High-Velocity Creative Assets to Fuel Growth and Support Brand Collaborations
Once we assessed Enso Rings’ needs, we formulated a plan knowing that creating gorgeous images for jewelry requires a careful touch. We needed to make sure that our photographs struck the perfect balance of framing the rings closely enough to show their unique designs while also demonstrating the myriad of ways that Enso Rings were perfect for a variety of lifestyles.
In addition to in-house studio productions, we utilized user-generated content to show real people enjoying Enso Rings products in an authentic way. These images resonated with audiences and allowed them to visualize how Enso Rings perfectly fit into their own lifestyle. The result is a wide variety of creative assets that could serve a variety of purposes, including web headers, digital ad campaigns, and more.
02. Landing Pages Built for Light Speed
LSG’s Space Race team managed creative direction, optimization, and website design and development to create multiple landing pages for collaborations with multiple brands, including Disney, Pixar, and Santa Cruz. On the web and across other creative assets, we made sure to cater to Enso Rings’ brand while simultaneously fitting the guidelines of their new partnerships.
03. Protecting deliverability with maximum deliveries over BFCM
Enso’s goal was to maximize deliveries during BFCM weekend, while protecting their email deliverability.
This is a fine line to walk. Our strategy?
Replace DNOs (did not open) with DNPs (did not purchase). By updating creative with new banners and background colors, we were able to send similar-but-different emails to everyone who didn’t purchase from the initial send.
Consistent MoM open rates
7% YoY increase in campaign revenue
Highest IP pool, despite sending 21 campaigns in 2 weeks
Enso has an exciting future — new product categories, new brand collaborations, and continued growth.
Read More Case Studies
Lemon Perfect: Giving Lemon Perfect’s Ecomm Strategy a New Squeeze.
Lemon Perfect team turned to Lunar to revamp their website and help retain newly acquired customers.
Doe Lashes: Optimizing the Customer Journey while Sending Fewer Emails.
We helped Doe Lashes work smarter, not harder, to drive 3x more revenue with Klaviyo with 10% fewer emails.
Lemon Perfect: Giving Lemon Perfect’s Ecomm Strategy a New Squeeze.
Giving Lemon Perfect’s Ecomm Strategy a New Squeeze: Time to Out-Hydrate the Competition.
Services
When Lemon Perfect founder and CEO Yanni Hufnagel launched his company in 2017, he just had two real goals: drink great-tasting water without squeezing a ton of lemons, and disrupt the way Americans hydrate to improve health outcomes.
No big deal. Right?
What he didn’t know then was that just three years later, Lemon Perfect would go viral after being spotted in a photo Beyonce Knowles-Carter posted on her social media.
To harness that energy and set them up for even steeper growth, the Lemon Perfect team turned to Lunar Solar Group to revamp their website and help retain newly acquired customers.
01. A (lemon) perfect digital revamp
LSG’s Space Race team provided Lemon Perfect with creative direction, optimization, design and development on their Shopify Plus site to grow and retain their DTC audience. We created a whole new, integrated digital experience to turn regular customers into loyal followers:
- Redesigned product pages
- New landing pages
- Integration with Recharge to push subscriptions
Reducing churn and keeping customers is crucial for subscription retention. That’s why we branded Lemon Perfect’s Recharge Portal, making it cohesive with the rest of the ecommerce site for a seamless digital experience. It’s the ultimate example of “set it and forget it.” We make subscriptions a 2-click flow to make them appealing, accessible and easy to sign up.
02. Squeezing out the competition with an unexpected holiday.
After a successful Series A raise in early 2022 (which Beyonce jumped on as an investor), the Lemon Perfect team sought out our Enkore service to generate a campaign that could build on their brand story and increase brand loyalty — all while generating BFCM-comparable revenue without the BFCM competition.
Our approach? Create a whole new holiday that Lemon Perfect could own.
Popular promotional periods such as Black Friday, Cyber Monday, and major national holidays create heightened competition among merchants for consumers’ attention. In such a saturated environment, marketing even your most aggressive markdowns of the year may still yield lackluster results.
Instead, we worked with Lemon Perfect to devise a creative promotional strategy that broke internal records while keeping the brand at the heart of the campaign. Here’s how we did it:
1. Find the perfect holiday.
What better holiday for a Lemon Perfect super sale than National Lemon Day? It falls on Aug. 29, meaning no distractions or competition related to common sale periods.
2. Create a style guide that differs from normal creative.
For the 2022 email campaigns, we created a cohesive design theme to solidify the brand moment and generate excitement, with a new aesthetic featuring clean images and design, and leaning into Gen Z messaging.
3. Deploy a robust campaign strategy.
The sale strategy involved an aggressive cadence of 3 emails and 3 SMS over 6 days, mimicking the send volume and general hype that most brands save for periods such as BFCM. Revenue was further boosted by a post-sale recap campaign which drove sales even after the offer was no longer available to customers.
At a 150% Increase in Average Promotional Revenue, the Juice was Worth the Squeeze
The National Lemon Day campaign achieved 150% higher revenue than prior average promotions, and open, click, and order rates all well exceeded industry averages:
41% open rate (industry average: 37%)
2.14% click rate (industry average: 1.1%)
1.03% placed order rate (industry average: 0.22%)
“When it comes to email and SMS, the CRM team at Lunar Solar Group guides our team — both strategically and creatively. They make it easy to establish and grow deep relationships with our customers. As a business that is scaling quickly, having trusted partners like LSG to help get us there is so important.”
Taylor Smith, Sr. Director of Ecommerce at Lemon Perfect.
Read More Case Studies
Vita Coco: From Online Growth to IPO and Beyond.
Vita Coco needed to expand their reach to retain market share and prepare for their upcoming IPO. Learn how Lunar supports Vita Coco’s continued growth.
Doe Lashes: Optimizing the Customer Journey while Sending Fewer Emails.
We helped Doe Lashes work smarter, not harder, to drive 3x more revenue with Klaviyo with 10% fewer emails.
Vita Coco: From Online Growth to IPO and Beyond.
From Online Growth to IPO and Beyond : How Lunar Supports Vita Coco’s Continued Ascent.
Project Overview
When we first met the Vita Coco team a couple years ago, they were already profitable and had a strong foothold in third-party retail storefronts. But their rise to popularity hadn’t gone unnoticed, and Big Soda players were launching competitive products.
Vita Coco knew they needed to expand their reach via new channels to retain strong market share and prepare for their upcoming IPO. They had ambitious goals for a full digital and direct-to-consumer strategy and needed a strategic partner to help get them there.
01. Satellite Studio and Space Race bring Vita Coco’s brand to life online.
To be successful in every aspect of their new digital marketing strategy, Vita Coco needed a lot of creative assets to build a pipeline of dynamic, engaging content. Initial photo shoots focused on in-studio shots for the website and for an initial paid social campaign abd website build. Then, we moved out of the studio —dreaming up visually compelling use cases to help customers make emotional connections between their own lives and Vita Coco’s variety of offerings.
Meanwhile, LSG’s Space Race team provided Vita Coco with creative direction, optimization, design, and development on their Shopify Plus site to grow the DTC audience. The entire website was re-built with a fresh DTC approach in mind. Vita Coco was already a force in-store, which meant that DTC adoption would be dependent upon frictionless e-comm UI and incentivizing subscriptions. We created a website that would accomplish all of Vita Coco’s brand goals while providing insight into core audience buying habits.
While our Space Race team was bringing that first set of creative to life online, we moved into creating the video assets we knew the Vita Coco team would need for the best performance on paid social channels.
We planned shoots focusing on specific promos, while shooting evergreen content in tandem. This included a handful of shoots where photo and video work would happen at the same time, maximizing pre-production hours to work within specific budgets outlined for the year.
“We tapped Lunar Solar Group to help us launch our first ecommerce website and then build our ecommerce program,” said Brittany Harshbarger, Vita Coco’s Director of Growth Marketing. “Since then we haven’t looked back and we’ve been fortunate to count Lunar Solar as a partner.”
Leveraging Stay.Ai to create a subscriptions program with a super-simple two-click flow made signup appealing and accessible.
This makes it easy for customers to get the drinks they love, delivered to their doorsteps — and for Vita Coco to grow their community of loyal customers.
The Right Combination of Ad Strategy & Creative Generates Online Traction
“Working with Satellite to create quality content for ads, while also utilizing Lunar’s paid ads division [Red Giant Growth], is a growth marketer’s dream. Forget the painful process of fighting for creative that is optimized for performance media.”
02. Continued Partnership
By the time of their IPO, Vita Coco was the undisputed market leader in the coconut water space, with a 50% market share. (That’s bigger than the 10 next biggest brands combined!) Along the way Vita Coco has managed to beat back the advances of behemoth would-be competitors like Coca-Cola and PepsiCo, both of which tried to crack the coconut water market to much less success.
“…(W)hen Coke and Pepsi came into the category that I was trying to build, it drove me to find new, creative, innovative ways to outmaneuver them”.
Co-CEO Mike Kirban told Food Dive in a 2021 interview. One of those maneuvers? Reassessing the identity of the brand’s core customers.
“Every time we talk to the [Lunar Solar] team there is something new for us to sink our teeth into — unique platform strategies, new tech, and even product ideas”.
— Harshbarger (Vita Coco)
With the support of Lunar Solar Group, Vita Coco expanded their target audience beyond the typical “health and wellness” demographic with new campaigns that speak more directly to a younger customer — one more inclined to turn to coconut water as a hangover cure or an alcohol mixer.
Check out some of the most recent images the Satellite team shot for the Vita Coco Hangover Shop in the gallery below.
Today, Vita Coco is a household name, and Lunar Solar Group is proud to be a piece of their growth story.
Read More Case Studies
Enso Rings: Designing a Digital Experience.
After a successful pitch on Shark Tank, Enso Rings needed to quickly scale up their online presence and develop a strong digital marketing strategy.
Lemon Perfect: Giving Lemon Perfect’s Ecomm Strategy a New Squeeze.
Lemon Perfect team turned to Lunar to revamp their website and help retain newly acquired customers.
