From small boutique to international business.
TOVA was born in 2000 when Michelle Luterman Alfonso started designing and creating unique fashion jewellery as a creative outlet during her years at university. That creative outlet soon became an obsession, as well as an internationally accessible brand.
As a family-run business, they never forget the values learned through growing from a small local boutique. They pride themselves on keeping their production in North America and treating customers like family. Michelle truly values the opinions, suggestions, and feelings of her customers and strives to improve the products, customer service, and experience every day.
Michelle came to us for help with her paid media on October 2020. Sales were going fine, and the brand was profitable, but they were struggling to push sales beyond $12-15K/mo, and they needed help to bring the brand to the next level.
After a quick onboarding, we made a full audit of the marketing properties and started to completely restructure her email marketing automation, as well as her creative assets.
Retention Marketing (Klaviyo).
The store had already a good returning customer rate (33%), but this was mostly generated by expensive FB remarketing campaigns, which had high CPMs and didn’t guarantee a good return on investment.
In order to prepare the account for BFCM and Christmas, we set up all the templated for newsletters as well as the automated flows:
Our creative director took over the repository of raw photos that the client had from the most recent photoshopping and started crafting concepts for ads that could drive the best response on social media.
The creative team worked on the image’s post-production, copywriting, and graphic design, and in the end, here you can see were some of the ads that came out.
The campaign structure was off-track and confused, with a very inappropriate budget allocation (30% on Cold Traffic, 70% on Retargeting). Also, we identified some major issues: