Client: Meli Wraps
services: meta, google, creatives
results:
76% YoY Revenue Spike During Holiday Season
655% Growth in Meta-Driven Sales
894% Rise in Net Prospecting Sales
From Island Inspiration to National Sensation:
How DOE Media Helped Meli Wraps Achieve 60% Annual Growth
When Meli Wraps launched in 2016 on the beaches of Kaua‘i, its mission was crystal clear: reduce plastic waste and protect the ocean for future generations.
Co-founded by lifelong friends Melia Foster and Nicole Galchutt, the brand uses locally harvested Hawaiian beeswax to create reusable wraps that replace single-use plastics. Their organic cotton, pesticide-free beeswax formula reduces environmental harm and helps local beekeepers by promoting healthy hives.
Despite a passionate following, Meli Wraps recognized the need for specialized Meta (Facebook & Instagram) advertising expertise to reach broader audiences. That’s where DOE Media stepped in to refine targeting, test new creative, and double down on the brand’s sustainability USP (unique selling proposition)—ensuring Meli Wraps’ story of plastic-free living resonated well beyond the shores of Hawai‘i.
Did you know?
Meli Wraps gets its name from the Hawaiian word “meli,” meaning honeybee, a tribute to the bees that inspire and power their mission. 🐝
The Challenge
To understand what stood in the way of Meli Wraps’ expansion, DOE Media began by analyzing the brand’s existing setup and pinpointing the obstacles.
- Running Meta In-House Without Strategy: Meli Wraps tried handling Meta ads themselves, but with limited professional insight, they saw modest returns and slow initial growth.
- Older Audience Targeting & Social Messaging: Early campaigns focused heavily on older demographics or general environmental appeals, which weren’t translating into sales. The brand needed a younger, family-centric approach that coupled sustainability messaging with tangible product benefits.
- Trying to Generate Buzz: Having been in business for a couple of years, Meli Wraps found itself aiming for accelerated growth. Identifying the right angles—local Hawaiian beeswax, pesticide-free, and good for oceans—became essential in carving out a unique brand identity in a crowded green market.
- Limited Creative Resources: Relying on a small pool of product images—often low-res—made fresh ad content challenging. The owners had a handful of demonstration videos but lacked the professional edge that might capture bigger audiences.
The Solutions
With these hurdles in mind, DOE Media crafted a plan to reposition targeting, refine creative assets, and educate consumers.
Refined Targeting on Meta
Shifting Towards Families & Sustainability-Minded Shoppers:
DOE Media zeroed in on parents, young adults, and eco-enthusiasts. By tapping into consumer segments that care about zero waste, local beekeeping, and plastic-free living, Meli Wraps found a sweet spot in both brand relevance and product buy-in.
Whole Foods Interest Superset:
Leveraging the brand’s presence in Whole Foods, DOE introduced the tagline “As Seen in Whole Foods.” This straightforward but powerful recognition quickly boosted credibility. After just 30 days, the “Whole Foods” interest campaign had taken off, stabilizing at a strong Cost Per Acquisition (CPA) while reinforcing the premium, trustworthy image.
UGC-Centric Creative
Demonstrations & Owner Videos: The brand’s best-performing ads featured short, simple videos of the owners or customers wrapping fruit bowls, sandwiches, or produce.
Text Overlays & Basic Voice-Overs: Real-time usage demonstrations combined with textual highlights on how Meli Wraps keep food fresh, reduce plastic, and leverage pesticide-free beeswax helped clarify the beeswax advantage. This approachable style outperformed still images by a substantial margin.
Educating While Selling
DOE Media emphasized two pillars in the ads:
Finding the Perfect Ad Budget Fit
The Solutions
After DOE Media introduced audience shifts, creative tweaks, and more targeted messaging, Meli Wraps experienced a tangible upswing:
NICE THREADS
By the numbers
Achieving significant success during the busiest time of the year
While product returns dropped 36%, indicating improved product satisfaction.
Confirming that Prospecting Interest categories are a recipe for success
88% YoY Surge in Online Orders: Clarified messaging, and stronger demonstration ads drew both new and repeat buyers.
76% YoY Revenue Spike in Nov–Dec: The brand’s core holiday season soared, and Black Friday/Cyber Monday net sales rose 14% year-over-year.
12% Conversion Rate Increase: Reflecting simplified ad messaging and improved product demonstration.
+655% Growth in Meta-Driven Sales: Facebook & Instagram referrals found explosive growth, while returns dropped 36%, suggesting better-aligned consumer expectations and improved product satisfaction.
1,550% Jump in Meta Purchases YoY: Including direct Shop Net Sales on Facebook & Instagram, which saw a 1,016% YoY increase.
What's Next?
Building on this momentum, Meli Wraps and DOE Media are poised to explore new directions.
