DOE Media
DOE Media
DOE Media

Case Study

DOE Media Helps Lili Claspe Nearly Double Sales Amidst Post-Lockdown Challenges

Lili Claspe, a chic California jewelry brand, thrived during COVID-19 but faced declining sales post-lockdown. In April 2023, they enlisted DOE Media to revitalize their marketing and regain momentum.

0 .6%

Sales Increase

0 .62%

MER

The Challenge

The challenge

Lili Claspe faced significant challenges as they navigated a post-lockdown market

Before partnering with DOE Media, Lili Claspe faced significant challenges as they navigated a post-lockdown market:

Sales Decline as Customers Go Outside and Buy Less

During the COVID-19 lockdowns, Lili Claspe experienced strong sales without any need for marketing efforts, achieving record-high monthly revenues. However, once lockdowns lifted, sales began to drop dramatically. By 2022, monthly sales had declined by over 40%, and the brand realized they needed to invest in marketing but had little experience doing so.

Strategic Cost Allocation & Profitability Gaps

While Lili Claspe took pride in its luxurious image—investing heavily in photo shoots, influencer collaborations, and other brand-building events—the owners recognized these expenditures required more intentional management. They were simultaneously seeing minimal profit margins, but hadn’t fully mapped out their lifetime value (LTV) or the real cost of acquiring customers. This called for an expert eye to audit their profit and loss statement (P&L), identify unnecessary overages, and channel funds into more profitable activities without sacrificing the brand’s upscale appeal.

Lack of Strategic Marketing

Proud of their luxury brand identity, Lili Claspe was hesitant to run promotions that might devalue its exclusivity. Before working with DOE Media, the only sale they had ever offered was for Black Friday. Additionally, they did not have an email marketing strategy, missing key opportunities to engage users and drive sales through targeted promotions.

Website Needs Some TLC

Their beautifully designed website lacked essential components along the user journey that collect information and provide data for targeting individual shopping preferences. The navigation pigeonholed users into specific product sections, making it difficult for potential customers interested in other products to find what they were looking for.

The Solutions

DOE Media implemented a series of strategies to address these challenges and help Lili Claspe optimize their business.
take a look

Financial Optimization and Strategic Spending

DOE Media’s senior leadership team, including COO Nick Raschke, CMO Jacob Chandler, and CEO Ramzey Nassar, performed a deep audit of the brand’s profit and loss statement (P&L), focusing on lifetime value (LTV) and customer acquisition costs (CAC). This holistic review uncovered areas of over-spend—particularly in creative production and luxury events—that could be better aligned with the brand’s long-term profitability goals. The brand was then able to reinvest the savings into more trackable marketing strategies without compromising its high-end image.

Website and Sales Funnel Optimization

Our CEO, Ramzey Nassar, worked closely with owners Stephanie and Ryan to streamline the site’s navigation and prioritize user experience over purely creative presentations. Implementing features like abandoned cart reminders, sticky pop-ups, and easily discoverable product collections ensured a smoother purchase path. We also guided them on how to conduct strategic promotions (e.g., Labor Day) that appealed to cost-conscious new shoppers without undermining the brand’s luxurious aura.

Enhancing User Navigation

To further enhance website navigation, we recommended prioritizing user experience over purely creative presentation. Instead of directing first-time users to landing pages with overwhelming information, we designed easily navigable pages showcasing a wide range of products. This made it easy for visitors to find collections they were interested in without endlessly scrolling through products they were not interested in.

Email Marketing and Retargeting

DOE Media took over the brand’s email marketing, building out segmented campaigns and flows that reached shoppers at each stage of the journey. This included timed promotions for highly engaged users, along with retargeting audiences to encourage repeat purchases. By using the P&L insights on LTV, campaigns were structured to maximize returns on existing buyers who routinely purchased higher-ticket items.

Hands-On Support and Continuous Improvement

A hallmark of DOE Media’s work with Lili Claspe was regular testing and user journey analysis. The “DOE Difference”—a meticulous approach to codes, subscriptions, and checkout processes—allowed us to catch potential pitfalls before they cost the brand money. During this ongoing collaboration, the leadership teams synced frequently, sharing insights on emerging profit centers and ensuring all marketing efforts aligned with the brand’s new financial vision.

THE RESULTS

The strategies implemented by DOE Media led to significant improvements in Lili Claspe’s sales and profitability:

0 .6%

Sales Increase

For November 2023 sales compared to the previous year, nearly doubling their monthly revenue.
0 .62%

Marketing Efficiency Ratio (MER)

Achieved at the end of November 2023, comfortably below the initial 14% goal. This allowed extra budget to be funneled into future marketing efforts.

In 2023, Lili Claspe allocated the same marketing budget as in 2022 but achieved more substantial returns, demonstrating that a well-audited cost structure combined with strategic marketing can amplify every dollar spent.

what's next

Lili Claspe now regularly implements our strategic sales and promotions

Initially, Lili Claspe’s owners were skeptical about DOE Media’s recommendations. But after seeing the remarkable boost in revenue and profitability, they now actively rely on our insights. Moving forward, DOE Media plans to refine their digital presence further, introduce more data-driven campaigns, and expand the brand’s online footprint—keeping a tight focus on cost control and LTV optimization.

long-term success

Our commitment to
client success

DOE Media’s philosophy of “Data Over Ego” continues to guide the relationship. Our senior leadership remains dedicated to offering strategic advice that nurtures lasting growth. By integrating a deep P&L understanding into marketing decisions, we set the stage for Lili Claspe to thrive in the evolving post-lockdown market.

Lili Claspe’s journey illustrates how strategic marketing and hands-on support can revitalize a brand facing post-lockdown challenges. By aligning luxury branding with effective marketing strategies, we helped them nearly double their sales and achieve a more sustainable business model.

Looking for a fresh perspective on cost structure and marketing alignment?

Contact DOE Media for a free marketing audit, and we’ll work together to unlock your brand’s full potential.

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