Anne Mulaire.
When I first met Jodi it was back in the summer of 2023. I was on campus at Stanford University in California and Jodi and I had a call set to to talk about her business and marketing needs at Anne Mulaire. Jodi holds the role of Head of Sustainablility - and more formally, Chief Visionary Officer at the company, founded by Andréanne (Anne) Mulaire Dandeneau.
I was impressed to hear about the clothing boutique based out of Winnipeg that had made a bold pivot to ecommerce during the COVID-19 pandemic. I knew almost immediately that my background in B2C tech, digital marketing and ecommerce could hep the business get to the next stage of growth.
Loyalty Wins
Anne Mulaire, unlike many B2C companies had the majority of their sales coming from their email marketing campaigns - or so we thought, in the beginning. The company had a loyal customer base and were looking to diversify lead gen channels to drive more sales with a new audience.
As the company was looking for a strategic partner to take their marketing to the next level, we started with a thorough audit including paid campaigns, email flow, the UX flow, site issues, and ROI analysis.
In my experience, the biggest challenge when coming into this situation is ensuring we have all the data we need and are not analyzing the data through a lens of how we want to see it. The implementation of Triple Whale software enabled us to better view the data through an unbiased eye.
Attribution Learnings
Working with a small ad budget, we launched a strategy focusing on Meta Campaigns, SEO-driven blog content, technical SEO and UX updates to the site, and made recommendations to launch a thought leadership strategy using PR/media, and Google Ads to diversify lead gen channels.
After a deep dive into many data sets and customer journeys we discovered that email was actually not the driver of sales, but the first touchpoint in the customer journey.
After adjusting the digital advertising strategy, we were able to drive significantly more purchases at a lower cost per purchase overall.
At the peak of our work with Anne Mulaire the company saw a 15% increase in organic traffic, a 10% increase in actions taken in the checkout flow, and a 12% increase in AOV.