Lenny & Eva: from wholesale to the whole nation
Lenny and Eva is a jewelry brand that had success within the wholesale market, but did not find success with their DTC online store after trying a variety of different agencies. Lenny and Eva trusted BCM to help improve sales while keeping profitability efficient. Through a combination of speed, cost-effectiveness, and ingenuity, we successfully drove rapid growth and positioned Lenny and Eva as a rapidly growing jewelry brand.
Challenges
High Breadth of Products
Lenny & Eva had a large volume of products on their site, but none of them showcased product market fit on the direct to consumer (DTC) side of the aisle. Top evergreen products needed to be tested and established using paid ads.
Competitor Saturation
In a highly competitive industry, we needed to differentiate Lenny & Eva from other players and create a strong brand identity within the jewelry market. Our goal was to showcase Lenny & Eva’s creativity, affordability, motivational themes, and their connection to feminism as well as religious themes.
Establishing Credibility
The jewelry industry is highly competitive, with established players with a long-standing reputation. Lenny and Eva needed to overcome the skepticism and gain the trust of potential customers accustomed to traditional jewelry brands.
Platforms Leveraged: Meta, Google Shopping, Tiktok
Strategies
Collection AB Testing - Paid Social Prospecting
We commenced AB testing across Lenny and Eva’s active collections to pinpoint the products and collections with the highest sales potential. Employing consistent quantitative testing, we successfully identified top-performing evergreen collections and products, catalyzing a significant boost in direct-to-consumer (DTC) sales.
Creative Design - Paid Social
By conducting competitor audits and leveraging a profound understanding of the Lenny and Eva brand, we developed and AB tested static image and video creatives. This strategic content boost resulted in enhanced revenue through improved conversion costs for the brand.
Lower funnel presence - google shopping/search
The introduction of Paid Social prospecting campaigns led to a notable enhancement in demand, resulting in substantial improvements in lower funnel search impression volume and brand demand. The heightened demand generated through paid social efforts contributed to increased volume and efficiency in paid search (Shopping and Search).
going beyond platform metrics
In order to validate the performance of our paid channels, we also instituted post purchase surveys which helped us the massive impact Meta played within their business. This helped our media planning process to prioritize paid channels driving efficient revenue.
In Year 1, DTC online store revenue increased over 200% YoY to over $350k. In Year 2, revenue improved another 50% YoY to $580k.
Blended 3x Return on Ad spend in Year 1 and Year 2
Over 13k orders generated
