This article is about showing off, yes you read it right! Showing off a small team collaboration that helped a starting brand like natavis.com to grow among the titans and grow exponentially with a small budget in a very short time.
I have always remembered this saying “Culture eats strategy for breakfast”, and in building this small task force team we had to be conscious and clear about the following:
O = Objectives:
- Ramp up the sales
- Increase Brand recognition
- Restructure brand visual identity & Personality
KR = Key Results:
- 100% MOM in Orders
- Increase total brand followers to 20k by the end of Q3
- The presence of a vast number of skincare products in the region.
- Expanding the brand targeted personas.
- Establishing trust in the brand.
- The brand visual Identity and personality weren’t clear.
- Steady growth.
In the world of now, new startups and brands open with new products on daily basis, and to have a successful brand and steady growth rate you cannot always rely on how much money you can smoke, and since not every startup owner is a millionaire so natavis.com , every minute based was counted against us so we had to get somewhere really fast, and this somewhere was 100% MOM growth. (Hands-up)
We started by defining the tracks we are tackling every day, to keep an eye always on what we want to achieve and empower with each other and especially with ourselves.
2- Products marketing & Brand engagement
3- Digital sales
The brand used to be served in a very poor visual design structure and a very generic tone voice, where you got no sense of the brand personality or who he is targeting!
So as a start we begin by restructuring the whole design process based on brand persona, to reflect us in each visual and design approach, to get to the below.
There was also channel spirit that required a special treat to it’s visual and how it is served.
Example: A Facebook Cover Vs. Instagram Grid
The content marketing itself wasn’t made of a certain profile nor personas, so structuring the whole realm of WHO DOES NATAVIS SPEAKS TO?
Was unknown to them, first step first, define those profiles, what are their pains, and here you go.
The brand is not one type of content, so we decided to leverage on all types of content we can get our hands on, from normal creative visual and caption to, videos, DIYs, GIFs, Infographics, Blogs, Tips, Stories, Testimonials, Instagram reals, and many others of content types to ensure the message and context is delivered that really helped Natavis grown its network and presence, to eventually achieve growth.
Brands aren’t a real person until it starts to act as a person, have manners and adopt a movement or a social cause with an impact, so initiated a hashtag called #SAVEYOURSKIN to empower women everywhere and to help them fight their daily anxiety and fears of having an old woman face skin in her 20s or the fear of going out because of a bad skin day.
2- Products marketing
In such an industry, you don’t find early adopters and neophiliacs circling around you to try your products with a zero-activities, actually, it’s hard to find those people in your early trials, so to reach the shores of your customer acquisition we had to establish trust from the early beginnings to embark our growth and expansion.
We started with a crazy idea of the girls of the marketing team to try the product themselves – believe me, it was a horror story before they do 🙂 – and they actually like it, and we started to discover the benefits ourselves before getting any documentation, this helped us tackle lots of early pains and a whole team was super convinced of the products.
Most of the competitors provide general tips on the best use of the product but no one actually highlights the product ingredients and it’s best practice, so teaching ourselves about the product and how to use it helped us educate our audience on how to make the best use of it and also gave us a head start in how to attack our competitors really early in what their products were missing.
You don’t know the brand until you engage with it, right? How about the product itself, how about when you are talking about a product set and start a conversation about it? Do you realize that about 95% of the women who try beauty and cosmetics products talk about it and ask about it and actually convoy their experience to every girl in their network, so realizing all of this, in the beginning, was an actually a head start for us.
Everyone pays influencers to get new followers and sales while the influencer doesn’t really care about your product or your vision, so we decided that anyone influencer who is going to talk about our products should actually use it for at least a few days, then we realized that we should only send our products for certain influencers who are part of the big network of beauty products and WE SHOULDN’T PAY A PENNY, the end result was getting ZERO-COST BRAND AMBASSADORS.
3- Digital sales
With a small size team and an all-time budget of less than 4k USD, we had to make our investment really shoot-to-kill:
- Tracking & Analytics
To we needed to understand what is our user doing on our website and where he drops, where are we losing them, how can we make it count, those were the questions we needed to answer, so we need to restructure the analytics and tracking, what are the main growth drivers and CPO(cost per order), understanding each of the points that were previously mentioned in this paragraph made us proud by writing this paragraph.
- Checkout user journey
Having too many steps in your checkout process is your worst enemy, so we had to reduce it and make it count.
“If you don’t exist in your brand product search, you are not worthy” this is how our clients saw it so we had to make a stand really fast by having our website showing everywhere and every time they search about us.
- Awareness & Ads networks
A brand with no brand awareness has no sales, the fact of having our brand awareness message gave us the kick to jump-start and make the ROAS sounds good.
The number of orders increased exponentially by 100% Month-Over-Month with a big room of having more the next month, we had fears about the basket size but it also doubled by 80% compared to the previous quarter.
Jun – 150 order
July – 300 order
August – 450 order
Sep – 600 order
Social media and community building was a great focus for us to make it to the previous numbers, building a community doesn’t necessarily mean sales but surely it means the validity of the brand and product existence.
Jun – 1.5k followers
July -3k followers
August – 5k followers
Sep – 7k followers
Jun – 7k followers
July -9k followers
August – 10k followers
Sep – 13k followers
I tried so hard to come up with an inspirational saying that I could use to conclude this case study but I terribly failed to write one for you, but all I want to say is having good products, a convenient technology, last but not least a team with the mentality to grow will get you anywhere even if you only had 4k USD and the well to grow