A MULTI-MIX CHANNEL APPROACH SAW MODIBODI GAIN $22.5M IN NEW CUSTOMER REVENUE IN JUST UNDER 1 YEAR
+74%
Increase in conversion value through paid search Year on Year
+$23m
Increase in new customer revenue
+230K
New customers acquired in just under one year
THE CLIENT
Modibodi is an Australian-owned brand that specializes in creating innovative, eco-friendly, and sustainable period and leak-proof underwear for people of all genders. Their products are designed to replace disposable menstrual products, such as pads and tampons, and offer a more comfortable, reliable, and cost-effective alternative. The brand’s core values include sustainability, inclusivity, and empowerment, and they are committed to promoting body positivity and breaking down menstrual stigma.
THE CHALLENGE
Modibodi and Impressive came together at the start of 2022 to execute a full funnel advertising strategy.
With a total investment of $1.5m across the AU, US, UK and EU per month, the aim was to develop a global channel specific strategy to align to our overall objectives of sustainable, profitable growth of new customers whilst heightening brand awareness to the right audience worldwide.
STRATEGY
We started with a thorough audit of the accounts, a client workshop and tactical deep-dive of the audience, product and brand, followed by a comprehensive competitor research to identify where the opportunities lie.
From there we were able to identify the right channel mix to help reach our target audience, with a calculated budget designed to reach the optimal performance and return on investment.
This included a combination of traditional performance SEM channels, social media, and brand awareness (programmatic) channels such as video, content and more.
THE RESULTS
The key to driving such a high volume revenue and new customer result was to ensure all channels complemented and worked together to create a full-funnel customer journey starting with raising brand awareness and exposure right through to to consideration and in-market audiences.
Continued maintenance and daily optimisation of all paid channels was a key reason we were able to drive an increase of +66% in ROAS within the space of just under a year!
We focused intently on campaigns that needed stronger impression and click share, and engineered the budget to an optimal point that helped achieve our revenue, CPA and ROAS goals that were both consistently achievable and sustainable.
We were very strategic with our channel strategy and spend to align with new product launches, key sale periods and other global and local events in the retail calendar in order to capitalise on the surging demand which we feel is the winning formula to reaching the possible result for our Ecommerce brands and partners.
