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
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:
A Tsunami of Competition
Da Wave found 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 hit a monthly revenue ceiling during its first year of business. With this limited revenue, Da Wave wasn’t able to reinvest in their operations to help grow the business.
The Products People Want But Can’t Find
- 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 small variety of their available products. This limited their Average Order Value (AOV) and 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 (CRM)
The business was collecting 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
The solutions.
DA WAVE, GOOGLE IT
Digital Audit & reorganization.
After 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:
- Google Merchant and Google Ads
Proper set up of Google Merchant and Google Ads account now gave the business a way to accurately track customer purchases and draw insights on these purchases to forecast and budget for growth.
- Implemented proper conversion tracking, removing soft metrics and only counting actual purchases.
- Added relevant keywords at the beginning of product names to improve visibility in Google Shop search results
- Implemented an ad bidding strategy to achieve desired cost per lead (CPL) for location-specific goals
- Launched video ads on YouTube, which proved highly effective
everyone loves a deal
Bundles & Kits Sell Out
A push for best sellers & bundles
Addressing specific customer needs
A strategy of promoting a variety of 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
Debuted Paid Social Strategy
- New strategy, new customers
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.
- OPTIMIZED TARGETING
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 Cost Per Lead (CPL) of ~$15, pairing well with high Customer Lifetime Value (CLV) of target demographic.
SUFFERING FROM SUCCESS
Numbers Don’t Lie, Da Wave is The Wave
- $45 to $60
Increased Average Order Value (AOV) after focusing on product bundles
- Year-over-Year revenue CONTINUES TO CLIMB
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 minimal 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.
Once Da Wave began working with DOE, their sales continued to increase month-over-month. Tripling in the first 6 months.
As Da Wave continues to grow, DOE Media has continued to implement their multichannel approach, activating email and paid social ads through Meta (Facebook & Instagram). As of July 2024, Da Wave has signed on with DOE for an additional channel, TikTok Ads, to continue their upward momentum.
A rising tide lifts all businesses, don't miss the wave.
If you’re interested in helping your company ride the wave of success just like Da Wave Essentials has, fill out the form below for a free marketing audit.