+265% growth in Y1, +100.86% in Y2 all whilst driving CAC down.
Desmond & Dempsey, a luxurious pyjama brand established on the premise of celebrating life at home, was born out of love and a shared passion for comfortable yet chic nightwear. Founded by Molly & Joel who hail from the UK and Australia, their products, inspired by life and painted in their London studio, are meticulously crafted to make everyday pursuits feel deluxe. As they looked to expand beyond their UK roots, their gaze turned to the thriving US market. This case study unravels the story of how Highrise helped Desmond & Dempsey navigate this significant expansion, ensuring they maintained their strong brand identity and appeal whilst establishing a strong foothold in a new market.
Luxury markets, with their own unique dynamics, differ significantly across geographical borders. The American marketplace presented a distinct set of digital marketing metrics – CPMs, CTRs, CPCs, all diverging from the UK norms, and all with potential ramifications on our top-line Customer Acquisition Cost (CAC). To navigate these varying landscapes, we needed a keen understanding and discernment on which aspects needed refining and tweaking for the American market.
Benchmarking played a crucial role in this process. By consistently contrasting our UK strategies with our emerging US activity, we were able to utilise the insights gained from our successful UK funnel while adjusting to the American market dynamics. This helped us identify friction points swiftly, whether they were in paid social, paid search, or organic channels. We could then understand if our challenge lay in messaging, targeting, or in improving user journeys post-click.
The task of cracking the US market necessitated extensive cross-stakeholder and cross-partner collaboration. As an agency, we were clear with Desmond & Dempsey that the solution didn’t lie in more ads or tactics, but in strategic understanding and data-driven decision-making. We emphasised the importance of coordinated efforts, data sharing, and strategising to address the challenges and ensure that their brand resonated with the American audience just as effectively as it did with their UK consumers.
Highrise’s strategy to support Desmond & Dempsey’s US expansion was rooted in a meticulous, data-driven approach. A crucial component of our strategy was the adept management and optimisation of Google Ads and Facebook Ads campaigns, which enabled us to effectively reach new customers and re-engage existing ones.
To provide a comprehensive view of their digital marketing performance, we helped Desmond & Dempsey build dashboards that consolidated data from various marketing platforms. This gave us a holistic understanding of the customer journey, from first click to conversion, and allowed us to identify and address any friction points swiftly.
One of our key deliverables was a comparative analysis of Desmond & Dempsey’s e-commerce operations in the UK and the US. We focused on key performance metrics to identify strengths and opportunities for improvement in the US market. For example, if we observed a significant drop-off at a certain stage in the sales funnel, we would collaborate with Desmond & Dempsey to understand the underlying issue and develop targeted solutions.
Our approach emphasised strategic understanding and data-driven decision making. We prioritised collaborative problem-solving, working closely with Desmond & Dempsey to refine their marketing strategies based on our data insights. As a result, we were able to help Desmond & Dempsey establish a strong foothold in the US market, ensuring their brand resonated with the American audience just as effectively as it did with their UK consumers.
Highrise assisted Desmond & Dempsey in building dashboards that consolidated data from various marketing platforms. This holistic view of the customer journey allowed for efficient tracking and analysis of user behavior and campaign performance.
Highrise worked closely with Desmond & Dempsey to address identified issues. For example, if there was a significant drop-off at a certain stage in the sales funnel, Highrise collaborated with Desmond & Dempsey to understand the underlying issue and develop targeted solutions.
Understanding the differences between the UK and US markets, Highrise made necessary tweaks to CPMs, CTRs, and CPCs, ensuring optimal top-line Customer Acquisition Cost (CAC).
Highrise set up a system for continual monitoring of metrics and adjustment of strategies as needed, ensuring that growth was not only achieved but also sustained.
Highrise managed and optimised Desmond & Dempsey’s Google Ads and Facebook Ads campaigns, targeting new customers and re-engaging existing ones effectively.
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