Consumer Research, Customer Journey, Brand Re-Invention, Performance Marketing, Social Media, PR
Fresh approach targeting consignment and shifting to an e-commerce shopper mindset.
Launch and promotion of the “Everything But The House” HGTV show staring Jacquie Denny and Lara Spencer.
2-Way Marketplace dynamic: Customer Acquisition of almost 20k users per month while achieving 1k items sold per day.
Challenge: Original brand positioning was disconnected from the customer base and the company was financially in trouble.
Insight: Through quantitative analysis and qualitative research we identified insights that helped define a new brand positioning and business focus that delivered reinvention and a relevant promise to shoppers and sellers in the two-way marketplace.
Result: Built a 12 person team to manage PR, content strategy, performance marketing and merchandising. New positioning lead to change in the business approach and a new model that would see record breaking sales, more efficient revenue and the first recorded profitability since the company’s failed rapid expansion. 40% ahead of projections year one, year over year revenue growth (with reduced market footprint), high growth in new users and across social media channels, and 4 highly marketed sales breaking $1mm. The reinvigorated brand was also able to cement a deal with HGTV for a show carrying it’s name and launch it’s first ever piece of copy across streaming networks.