by Dariia Day
CASE STUDY
Silkwear by Paris Makeup Artist: Dariia Day
Dariia Day stumbled on the benefits of high quality mulberry silk pillowcases for the skin through her work as a makeup artist.
Soon after, she started her own business and line of silkwear called “by Dariia Day”.
Celebrities, models, influencers, realtors – any professional and industry where presentation is important benefits from the multiplier effect the high-grade silk pillow has on skincare.
But now what? After the word-of-mouth sphere of influence in Dariia’s professional life has been served, what’s the next step in finding the rest of byDariiaDay’s customers?…
…WHO are they? HOW will byDariiaDay reach them?
Challenge
The challenge was to analyze the relatively small sample size of customer data, build the persona avatar/s (segmentation) & pioneer the first real advertising tests and iterations for byDariiaDay in the market.
Outcome
SpreadFunnel Marketing helped byDariiaDay make their first steps in the market. We started reaching shoppers, gathering data and optimizing for sales to the right audiences.
Scope
Strategy & Ideation
Avatar Persona identification
Design: Ad creatives
Marketing & Advertising
Result Highlights
- Avatar Persona Success
- Facebook advertising campaign performance
- Website testing & report documentations
- Effective Optimization documentations for dev.
Avatar Persona
After doing a situation analysis & familiarizing myself with Daria’s business, products & customers, along with her goals, the first step was to figure out her Buyer Persona Avatar.
We analyzed the historical data she had and any other data points she could provide – anecdotally for example – in a brainstorming session.
Then we went in and chipped away to get the clearest and most encompassing identity markers we could use to build her message and targeting around.
Advertising campaigns
Upon solidifying who we’re targeting and what our initial iterations were for the message and targeting, we set up the facebook adverts and kept on eye on performance to iterate and optimize.
We experimented with both video and static visual creatives and varied the copy to see which identified segments react the best to the product and value proposition.
Flow Optimization
A traffic flow analysis showed us that we’re either not getting the right traffic, or the website itself has a pretty leaky flow and low Conversion rate from any traffic it gets.
The latter seemed more plausible as checking the flow of historical organic traffic has the same, below-industry-standard drop-off rate.
Testing and documentations aided in communicating with the website’s developer to improve on the website itself so as to lessen its bottleneck on the overall conversions, be it from ads or any other traffic source.
Digital Presence
Through our efforts in improving the website as well as looking at copy and client persona from a marketing perspective, we managed to put together posts and assets that connected with the market and set a precedent for future posts & presentation of the brand.
Results
byDariiaDay, a bootstrapped Luxury items brand, managed to take the first steps into the world of advertising and ecommerce.
Truthfully: the sales results weren’t spectacular (just yet), however, there was certainly a lot of analytical data gathered to inform further improved iterations on both message and targeting.
And perhaps even more importantly, having realized the website’s bottlenecks and documenting it, we helped improve the flow and conversion rate regardless of traffic source indefinitely.
*Dariia re-approached a year later, and we did another christmas promo advertising campaign.
A return customer! Read below what she valued in the way we worked with her:
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Testimonial Format Pointers:
- Relevance: The first feature of a really good testimonial is relevance. SpreadFunnel is a Digital Marketing Agency, specializing in scaling & growth for businesses.
Please focus on experiences of challenges and solutions experienced relating to that end. - Identifiable source: Do I have your permission to use your full name, title and link to your website?
(Also: let me know if you want me to change your title, what you’d like it to say). - Specificity: What are some of the technical qualities and results you appreciated & what are any human qualities that made a difference in working together? (what might matter most for someone else looking for marketing services)
Video would be ideal + I can transcribe it for where I’d use text only.
Thank you in advance Dariia!
- Relevance: The first feature of a really good testimonial is relevance. SpreadFunnel is a Digital Marketing Agency, specializing in scaling & growth for businesses.
