This alienated potential customers and downsized the target market to be more niche when it didn’t have to be. In an effort to revitalize the business, I led a rebrand that would freshen up the brand’s appearance and adopt a new voice that was more inclusive than exclusive by leading with plant-based vs. vegan messaging.
Veestro's Plant Based Rebrand
When I first joined Veestro, the business was stuck in the past with how they communicated with their customers as well as the overall brand aesthetic.
Marketing to this point had been focused on being vegan-only.
Overall, we wanted to ensure that our voice was being open to anybody who wanted to try plant-based food and update the imagery to reflect our status as the #1 plant-based meal service at that time. Coupled with building on top of Shopify 2.0, we aimed to:
- Decrease CAC: By opening up to an entirely new target audience via creative optimizations (new copy, new imagery, landing page testing, etc), I aimed to drop their $300+ CAC
- Boost LTV: Focusing on our existing customer base, I also optimized our email/SMS flows as well as our loyalty program to ensure that customers were referring their friends and being incentivized to come back and keep eating with the brand
Leading my team, as well as our agency partners, we decided to lead the campaign with a ‘Hero’ series comprised of 3 videos, as well as create supplementary content that would continue to support the campaign for the two-week period across multiple digital & offline channels
- UI/UX & CRO: I launched a new ‘1.5’ version of the website while we worked towards 2.0 that included conversion rate optimized pages and new functionality that sped up the site, and made the checkout flow simpler
- Also launched landing page testing with 3 LPs only accessible via marketing campaigns that spoke to different audiences
- Affiliate Marketing: Introduced a new affiliate program via Rakuten to drive fixed CAC traffic through deal sites, bloggers, and other publishers in their network
- Paid Optimizations: Overhauled all paid marketing (social, search) as well as email/SMS with new copy & creative
- Brand Guide: I established a new brand style guide that outlined the new voice and aesthetic for all assets to follow
60
drop in CAC
15
increase in CVR sitewide
50
increase in OR & CTR on assets
Within 3 months of joining the company, I was able to launch the new website & refresh creative across all of our digital channels (search, social, affiliate, email/SMS, influencers).
- Relaunched website with faster load times, additional features, new menu & nutrition info, plus simplified checkout process
- Completely relaunched all paid channels, and handled execution of the campaigns through vetted agencies or myself
- Both CTR & CVR on ads improved from 0.2-0.3% to 0.5-1%
- Onboarded over 20 new influencers that promoted the food at little to no cost and drove 100,000s in traffic over 3 months
- Rebuilt all of our existing flows (Welcome, Abandon Cart, etc), as well as introduced new flows (ex: Abandon Browse, Anniversary, Winback Cancelled Customers) that led to increases in both Open Rates & CTR, as well as re-engaging past customers to come back and try the service again
- Old Open Rates were 20-25%, New Open Rates were 30-40%
- Winback flows quickly drove over 6 figures in revenue per month
