DOE Media Guides Da Wave Essentials to Peak Performance

Da Wave Essentials, founded in 2022, specializes in products for 360 wave hairstyles. An authority in their industry, Da Wave is best known as the creator of the laydown pad, which provides an innovative approach to moisturizing hair.

the challenges

Jean turned to DOE for a full marketing audit of his channels.

Operating as a one-man business, Jean from Da Wave Essentials found success by offering unique and innovative products. However, when it came time to scale beyond his initial success, he hit a wall.
Knowing he needed a partner to help him navigate the competitive landscape, Jean turned to DOE for a full marketing audit of his channels and business to identify areas of opportunity from the challenges facing the brand:

A Tsunami of Competition

Da Wave finds itself operating in a crowded market competing against major brands such as Amazon, Walmart, Target, and Etsy in addition to the countless independent brands that operate in the same ecosystem.

Stagnant Revenue Hinders Growth

After an initial rise to success, Da Wave’s revenue hovered around $15k per month during the first year of business. By hitting this ceiling on their revenue, Da Wave wasn’t able to reinvest in their operations to help grow the business.

The Products People Want But Can’t Find

Da Wave provides an essential product that people are regularly looking for, but their naming conventions and lack of product promotions were holding them back from potential growth:

Ineffective naming conventions impacted visibility on Google Shop results, keeping Da Wave hidden from potential customers searching for their products.
When people did find Da Wave online, they only saw a limited selection of their individual products. This limited their average order value and their return on ad spend (ROAS).
With no Google campaigns made specifically for shopping and a Google Merchant Center account that was not connected to Google Ads, Da Wave was not tracking data on key performance indicators (KPIs) critical to growing their online presence. They were missing out on opportunities to appear in search results for potential customers.

Lack of Customer Relationship Management

The business had customer contact information but wasn’t leveraging the email list to push communications to new customers or retarget past purchasers.

Tracking the Wrong Metrics

Da Wave was collecting soft metrics like add to carts and phone calls as conversions, inflating conversion numbers without actual revenue.

no paid social

Good creative content was not utilized effectively due to a lack of paid social strategy.

The solutions.

DA WAVE, GOOGLE IT

Digital Audit & reorganization.

By conducting a full audit of Da Wave’s digital marketing presence, we were able to identify key areas of need and set the business up for success with several changes on their website and Google platforms

Proper set up of Google Merchant and Google Ads account now gave the business a way to properly track customer purchases and draw insights on these purchases to forecast and budget for growth.

EX: Changed “Strawberry Pomade” to “360 Wave Strawberry Pomade”

everyone loves a deal

Bundles & Kits Sell Out

With a variety of essential products for those who love to take care of their waves, Da Wave was leaving money on the table by not giving customers more options to buy and test. But a new strategy took advantage of this opportunity:

We identified the top-selling products

We identified the top-selling products and recommended creating bundles around these offerings to help drive sales and increase average order value (AOV).

Addressing specific customer needs

A strategy of promoting a variety of different bundles to address specific customer needs on a monthly basis proved to be effective in increasing revenue:

Three soap kits that included the most popular soap scents quickly sold out and introduced customers to new products to add to their regular rotation.
Bundling the most popular individual product that had a high price point with other essential products, and changing these bundles on a monthly basis, proved effective in hooking active customers to new products.

REACHING THE RIGHT PEOPLE

Debut Paid Social Strategy

While Da Wave had proven they could create engaging social content, they had failed to leverage it across paid channels:

We implemented a paid social strategy to help reach new audiences by testing different audiences and ad types, leveraging high-performing organic posts for paid ads.

Focused on demographic and interest-based targeting to reach a broader audience of potential customers

The results.

After implementing the changes recommended by DOE, Da Wave saw immediate success:

Email marketing significantly boosted revenue, allowing reinvestment to the business for further expansion.

Bundles and kits became the top-selling products, doubling monthly income and expanding product variety.

Improved product naming conventions resulted in higher visibility and more click-through from search results.

Achieved an average CPL of ~$15, which is cost-effective given the high customer lifetime value (CLV) of their target demographic.

SUFFERING FROM SUCCESS

Numbers Don’t Lie, Da Wave is The Wave

Increased average order value after focusing on product bundles

Oct 2022

→

Oct 2023

= 8% revenue increase

Nov 2022

→

Nov 2023

= 16% revenue increase

Dec 2022

→

Dec 2023

= 69% revenue increase

Jan 2023

→

Jan 2024

= 187% revenue increase

Feb 2023

→

Feb 2024

= 183% revenue increase

Mar 2023

→

Mar 2024

= 257% revenue increase

Apr 2023

→

Apr 2024

= 229% revenue increase

May 2023

→

May 2024

= 352% revenue increase

Jun 2023

→

Jun 2024

= 283% revenue increase

What's Next?

Da Wave Essentials was not a business fighting for its survival, but its lack of experience and staff hampered the potential growth hidden beneath the surface.

With a limited budget to reinvest into optimizing operations, Da Wave looked to DOE Media to leverage the expertise of its veteran team for a fraction of the price of a traditional agency. This proved to be the right move, as Da Wave found immediate success and a surge in revenue just a few months after partnering with DOE.

Their sales continued to increase month over month; tripling their sales in 6 months; from $20k a month in October 2023 to $60k a month in March 2024.

As Da Wave continues to grow, DOE Media has continued to implement their multichannel approach, activating email and paid social ads through Meta. As of July 2024, Da Wave has signed on with DOE for an additional channel, TikTok Ads, to continue their upward momentum

Ready to embark on a journey toward greater success?

If you feel your brand’s ready to take the next step like Pure Green did, sign up for a free marketing audit below and see how DOE Media can help take your business to the next level.