The Market
Nani is an active swimwear company started in 2016 that set out to provide women of all shapes and sizes with swimsuit options for an active outdoor lifestyle. The fashion industry is ever evolving, which requires a fast-paced approach to day-to-day business activities, but no one could have anticipated the unique challenges the pandemic would present to the industry as a whole when it came to world-wide supply chains, sourcing and labor.
In addition, as the world reopened and a new way of life emerged, travel habits and outdoor/lifestyle activities had also evolved and changed. It will take time to determine the full impact of the pandemic, but it is clear even today in 2021 that the effects will be felt well into the future.
Positioned in the marketplace as the active swimwear company that rejected the predictable swimwear extremes ranging from “frumpy grandma” to “itsy bitsy string bikini”, Nani created a swimwear line that celebrated every woman, embracing each woman’s unique curves and beauty.
Products
The Challenge
As a newer company, Nani’s goal remained to capture market share and grow revenue and brand awareness. With the effects of the pandemic on the market, Nani was faced not only with the inevitable challenges that come with growth, but the additional challenges the pandemic brought to supply chain, sourcing, labor, shipping, etc as well as shifting uncertainty in the day to day of consumers. In addition, introduction of iOS14 and other changes in the digital landscape necessitated evolving the way they marketed their products.
The Email Buyer Cycle
With growth projection, they saw a need to create lasting customer relationships across the buyer cycle. Emails were in place, but subscriber growth was slow and email engagement wasn’t where it needed to be in order to make email a viable marketing channel.
The Solution
Nani brought the Disruptive team on to address changes in the digital landscape, as well as the challenges brought on by the pandemic. Our team was able to strategize with them and come up with winning strategies that resulted in significant growth and positively impacted their business.
The first was to expand Nani’s marketing services to connect with potential consumers within their target audience, and to define the customer journey.
Secondly, the Disruptive team tested advertising creative and doubled-down on winning content, elevating user-generated content and growing their digital presence and social audience.
Platform Shift to Full-Funnel
Addressing Nani’s entire purchase funnel was key to scaling traffic and results. 2021 had a much larger emphasis on top-of-funnel traffic, particularly on YouTube and Display. All marketing platforms were set up to generate traffic in all stages of the funnel, and progress the customer through the funnel.
The Email Solution
- Establish content hierarchy with a personalized experience
- Additional touch points based on buyer engagement
- Engagement / Buyer Activity segmentation strategy for campaigns
The Results
YTD Nani has driven 510% more revenue year-over-year.
Testing user-generated content on YouTube:
- 75.97%decrease in Cost Per Adds to Cart
- +942.56% lift in Adds to Cart
- +150.55% increase in TOF YouTube Spend
UGC content delivered 16% of total platform revenue when launched / tested in March, but only comprised 5.5% of active content.
YoY Traffic Changes
- Users increased by 285%
- Sessions increased by 262%
- Average session duration increased by 8.58%
- Conversion rate increased by 327%
Now, email website traffic has the highest revenue conversion rate compared to other channels. Year over year analysis shows email revenue conversions increased by 285.7% and now contributes to 11.5% of website sales.
Email Performance
- Open Rate: 42.0%
- Click Rate: 6.46%
- Placed Order Rate: 3.64%
- Unsubscribes: 0.36%
- Bounce Rate: 0.15%